Puma will cease its sponsorship of Israel’s national football team in 2024, a move pre-planned since last year, unrelated to boycott calls during the Gaza war, according to a company spokesperson. The German sportswear firm, facing longstanding boycott pressures, emphasized that contract expirations, including Serbia, prompted the decision.
Puma plans to reveal the new national team deals as part of its “fewer-bigger-better strategy,” as confirmed in an internal memo. The company first collaborated with the Israel Football Association in 2018, drawing criticism for its connection to teams in Jewish-only settlements. This move aligns with a broader trend of global firms facing BDS movement scrutiny amid conflicts.