BRUSSELS—-“Adidas can confirm that the existing agreement with the Israel Football Association (IFA) was not extended beyond the agreed term but the decision was ‘’not politically motivated,’’ said a spokesperson for the German gint sportswear group.
‘’Adidas wishes to thank Israel Football Association for its collaboration and wishes it much success,” a statement said.
The statement followed a claim by the the anti-Israel Boycott, Divest, and Sanctions (BDS) movement that Adidas ended its sponsorship of Israel’s Football Association in ‘’illegal Israeli settlements following a global campaign,.’’ “Team justice scores. Adidas no longer sponsoring Israel Football Association,” the BDS headline read.
“Fundamentally, Adidas acts in a politically neutral way. We equip teams with sportswear, athletic footwear and equipment for one goal: to promote sports and to be associated with sports,” Adidas said earlier this year when Palestinian football clubs petitioned Adidas calling for the termination of the company’s sponsorship of Israeli football teams.
. When response to the petition stated. “Adidas holds outfitting contracts with several national teams in the world, including with the Israeli Football Association (IFA).”
In the meantime, Puma has signed a four-year contract with the IFA.
“The choice of Puma was part of a long-term strategic move that ensures the best conditions for Israel’s teams, certainly with regard to the equipment,’’ said Rotem Kaer, CEO of the Israel Football Association.
“Israel teams will enjoy cooperation with the leading company in the field and I believe the results will be seen on the pitch and in any other aspects of the game,” he added.