​This study traces the evolution of the sporting boycott of Israel from its inception and its impact on the colonial system of Israeli apartheid. It contextualises the development of this boycott in major international sports tournaments over the past decade, and how the outbreak of the Arab revolutions in late 2010 gave additional impetus to Arab youth to boycott Israel and sports in particular. Their boycott went hand in hand with their demands to end tyranny and autocracy, giving Arab athletes an opportunity to transform major international sports tournaments into a space for political action. The paper argues that the sporting boycott of Israel emerged in the last decade as a political tool for athletes and assesses the impact of this campaign in international sports tournaments on Israel's international reputation, its sports brand, and its diplomatic efforts related to marketing its emerging sports entrepreneurship.