Puma To End Sponsorship with Israel’s National Football Team

Puma, a well-known sports brand, has decided to cease its sponsorship of Israel’s national football team once their current agreement concludes in 2024. This decision, which was not impulsive, was planned last year.

The company’s spokesperson emphasized that this move is unrelated to any consumer boycott calls against Israel amid the Gaza conflict.

Puma has been under scrutiny for years due to boycott calls over its association with the Israel Football Association (IFA). However, these calls have gained momentum during Israel’s two-month offensive in Gaza, resulting in the loss of numerous Palestinian lives.

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The spokesperson revealed that Puma will soon unveil agreements with several new national teams, aligning with its “fewer-bigger-better strategy.” This strategy aims to engage with more sustainable sporting nations, moving away from partnerships like the one with the IFA.

Puma initially entered into a contract with the IFA to supply kit to players in 2018, and since then, they have faced persistent criticism. Activists have urged a boycott, contending that the IFA includes teams located in Jewish-only settlements in the occupied West Bank, which are deemed illegal under international law.

In a related development, Zara, a fashion company, recently removed an advertising campaign from its website following criticism for seemingly depicting scenes of suffering in Gaza. This action led to boycott calls from pro-Palestine activists. The global community appears to be increasingly attuned to the Palestinian cause, translating awareness into tangible responses.