Reebok is out! Toxic Israel Football Association Loses Fourth Sponsor
After Adidas, PUMA, and Italian company Erreà dropped the IFA following BDS campaigns, Reebok is the latest sports brand to realize just how toxic Israel’s and the IFA’s brands are. Just as Erreà, which withdrew from the contract before even sending jerseys, Reebok ended the sponsorship in record time following the announcement barely a month ago.Due to its livestreamed genocide in Gaza and the fast spreading BDS campaigns against it, Israel has ranked dead last among 50 countries in the recently released Nations Brand Index.News of Reebok’s complicity in Israel’s crimes against Palestinians was immediately met with calls to boycott the company.Israel’s Gaza genocide has killed tens of thousands of Palestinians, including at least 807 Palestinian athletes and footballers and destroyed or damaged all Palestinian sports facilities in Gaza, including stadiums, gyms and club facilities, some of which were used as detention and torture camps.The IFA is directly complicit in Israel’s decades-long apartheid regime and military occupation, and more recently, its Gaza genocide. The IFA includes in its official leagues teams based in illegal Israeli settlements on occupied Palestinian land and advocates, together with the Israeli government, to maintain them.Israel’s national team, the public face of the IFA, has dedicated matches, and IFA clubs have sent care packages, to Israeli soldiers committing genocide in Gaza.Reebok is now out.We thank the many people around the world that joined the boycott campaigns making the IFA so toxic it can't find a sponsor. This is people power at its best.In January 2024, the International Court of Justice (ICJ) ruled that Israel is plausibly committing genocide in Gaza, and a UN commission of inquiry has recently determined that Israel is indeed committing a genocide. In July 2024, the ICJ further ruled that Israel’s military occupation of Gaza and the West Bank, including East Jerusalem, is illegal and constitutes apartheid. Both rulings from the World Court carry with them obligations not to contribute in any way to the atrocity crimes Israel is committing.Potential IFA sponsors are on notice. You will face an international boycott campaign just as Reebok, Erreà, PUMA and Adidas before you.
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