Puma, a well-known sports brand, has announced the termination of its sponsorship deal with Israel’s national football team. The decision, set to take effect in 2024 after the current contract ends, marks a significant shift for the company.
The move, in the making since last year, was confirmed by a spokesperson who clarified that it wasn’t prompted by consumer boycotts amid the recent Gaza conflict. However, Puma has faced prolonged criticism for its association with the Israel Football Association (IFA).
Boycott calls against Puma intensified during Israel’s two-month offensive in Gaza, leading to heightened scrutiny of the brand’s partnership. With the aim of pursuing a “fewer-bigger-better strategy,” Puma aims to forge alliances with more financially viable national teams, distancing itself from associations that court controversy.
Since 2018, when Puma initially signed the contract with the IFA, the brand has encountered persistent pressure from activists. Critics highlight the IFA’s inclusion of teams from Jewish-only settlements in the occupied West Bank, a violation of international law.
Puma intends to redirect its focus towards new national teams, hinting at forthcoming deals yet to be announced, aligning with their strategic vision for more sustainable sporting partnerships.