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.
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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.
