Although its recognition as a state is not yet unanimous, more than 150 countries already consider Palestine as such in 2025. At the UN, it maintains the status of “non-member observer state”, with a voice but no vote. In the sporting arena, however, the path has been different: since FIFA admitted the Palestinian Football Association in 1998, the team known as the “Lions of Canaan” has been competing as a country in World Cup qualifiers and Asian Cups.
Since 2024, moreover, it does so with a Valencian seal. The Elche-based Kelme brand became its main sponsor and dresses the Palestinian team in its official matches. Their debut with the new kit took place in the Asian qualifiers for the 2026 World Cup in the United States, Canada and Mexico, an event for which they have not qualified.
Kelme’s history as a sports sponsor
Founded in 1963 in Elche (Alicante) by brothers Diego and José Quiles, Kelme is one of the sportswear brands with the longest history in the Valencia region. It has been a sponsor of Levante U.D., Villarreal, Elche or Hercules, and of teams such as Real Madrid between 1994 and 1998, or the Kelme cycling team, as well as tennis players such as Conchita Martínez.
A glorious era for the brand that is now behind us and that we are currently trying to recover after overcoming the bankruptcy process and subsequent rescue by the Valencian Institute of Finance (IVF) in 2002.
Palestine, international visibility for the brand due to the political context.
The Palestine national team, due to the current political context, is perhaps one of the teams that currently gives more visibility to the brand. Its red kit for the first team, as well as white for the away version, is sold all over the world through its website and is becoming a symbol of support for the Palestinian people in the face of the genocide committed by Israel.
This season, Kelme also dresses teams such as RCD Espanyol in the Spanish First Division and Watford FC, in the English Championship, the equivalent of the Second Division in Spain.
Currently, the Chinese business group Yuanxiang owns 80% of the company, after first acquiring the brand rights for China in 2014 and subsequently expanding its stake.
Before Kelme, another Spanish brand, Joma, from Toledo, also dressed the Palestinian national team in 2020. Adidas, in 2009, is the only major sportswear company to have dressed the Asian side.