Popular German sportswear company, Puma, has officially announced its intention to end its sponsorship of the Israeli National Team in 2024. The original agreement with the Israel Football Association (IFA) was signed in 2018.
According to Puma’s Chief of Communications, Kerstin Neuber, the decision is solely based on business considerations. A Puma representative mentioned that the company’s contracts with various federations in Serbia and Israel are set to expire in 2024 and will not be renewed.
Over time, Puma faced calls for boycotts over its association with the Israel Football Association (IFA), particularly amid Israel’s two-month military offensive in Gaza, which has resulted in the loss of over 18,000 Palestinian lives.
Despite praise for Puma’s decision from groups such as the Palestinian-led Boycott, Divestment, Sanctions (BDS) movement, the company explicitly stated that its decision was part of its ‘fewer-bigger-better strategy,’ and was finalized in 2022. Puma also revealed plans to announce new sponsorship agreements with several national teams soon.
However, reports suggest that Puma’s declaration may have been influenced by the increasing pressure and consequences of the recent boycotts it has faced.
An internal memorandum from the sportswear brand, reported by the Financial Times, emphasized the company’s commitment to “evaluate all existing partnerships and upcoming opportunities to ensure a strong portfolio of national teams.
