Another Sponsor Withdraws From Its Contracts with Israel

Israel has lost yet another sponsorship deal after Italian Sportswear Company Erreà withdrew from its contract. Erreà had an agreement with the Israel Football Association (IFA) but decided to withdraw from the contract after witnessing the reaction of football fans in Italy and the whole world.

According to BDS (Boycott, Divestment, Sanctions), a Palestinian-led movement for freedom, justice, and equality, the contract was nullified by the Italian company before even being effective. This is not the first time a big sports company has withdrawn from their contract with IFA, as Adidas and PUMA have withdrawn their sponsorship deals in the past as well.

PUMA’s contract with the IFA ended on 31st December after PUMA decided not to renew the contract. PUMA made the decision because they had just endured a five-year global boycott campaign.

In 2018, Palestinian sportsmen led a campaign that flooded the Adidas headquarters, delivering 1600 letters. This resulted in Adidas not renewing its contract with the IFA.

Erreà, In December 2024, made a two-year contract with the IFA, becoming the official jersey provider. The news was met with calls to boycott the company and they had to face the anger of Italian fans. Even after 45 days of signing the contract, they had not delivered a single jersey to IFA.

Now it is reported that Erreà has revoked its contract with IFA. Israeli media reports that IFA has signed a new two-year contract with Reebok and has posted, on its official website, Reebok’s logo as the official sponsor.

Israel 68 were made by Reebok and were supposed to be auctioned in 2016

Reebok has felt the heat of a similar global outrage before as well. In 2016, it was reported that Reebok had launched a special edition sneaker to celebrate the “68th Independence Day” of Israel. Fans were outraged at the announcement, and Reebok had to cancel the auction.

In 2020, they had to close all stores in Israel and sell online only. Now they face a similar scenario as they have to make the decision whether they want to support genocide or not.