The Palestine Solidarity Campaign (PSC) coalition of British Muslim groups and pro-Palestinian activists in London have asked Arsenal to cancel their sponsorship deal with the Israeli Tourism Ministry.

"We would like the Arsenal Board to pull out of the sponsorship deal, we are getting reports that a number of Arsenal supporters are utterly shocked," PSC General Secretary Betty Hunter told The Jerusalem Post.

PSC reportedly launched a campaign to convince players, the England FA and the Premiership club to kill the deal before the new season kick-off in August.

Arsenal announced that they signed a 350,000 sponsorship deal with the Israeli Travel Ministry to make Israel the club’s "official and exclusive travel destination" starting from next season.

The club where expected to launch a series of advertisements to promoting Israeli travel destinations, as well as billboards and banners on Arsenal’s official website and magazine.

PSC have urged supporters to write to Arsenal saying: "Israel is a racist apartheid state which is consistently in breach of international law in its human rights abuses; and that such a deal endangers Arsenal's anti-racist reputation."