Puma Ends Sponsorship of Israel Football Association Following BDS Campaign
The Boycott, Divestment and Sanctions (BDS) Movement has hailed a significant victory after German sportswear giant Puma announced that it would end its contract with the Israel Football Association (IFA) by December 31, 2024. This follows a prolonged global boycott campaign led by the BDS Movement, aimed at pressuring Puma to sever ties with the IFA.
The BDS Movement has been advocating for Puma’s withdrawal since 2018, when 215 Palestinian sports teams called for an end to the sponsorship. The IFA, which includes teams from illegal Israeli settlements on Palestinian land, has been criticized for its role in perpetuating Israeli occupation, and Puma’s association with it has drawn international condemnation.
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In its statement, the BDS Movement highlighted the pressure Puma faced, including protests and activism that targeted its offices and retail stores worldwide. It also mentioned that several athletes, sports teams, and artists had ended their contracts with the brand in solidarity with the Palestinian cause. Furthermore, a leaked internal memo revealed Puma’s attempt to reassure its partners while downplaying the negative impact of its involvement with the IFA.
The campaign, which BDS claims tarnished Puma’s image by linking it to Israel’s apartheid regime, has been described as “effective” in bringing about the company’s decision not to renew its sponsorship deal with the IFA. The BDS Movement expressed gratitude to global activists for their relentless efforts in achieving this outcome.
Puma’s decision marks a notable success for the BDS Movement, which continues to advocate for global companies and institutions to sever ties with Israel until Palestinian rights are respected.
