Puma Terminates Sponsorship Deal with Israel’s National Soccer Team

The German sports apparel brand Puma has confirmed that it will not renew its sponsorship with the Israeli national football team next year. This decision, as clarified by a company spokesperson on Tuesday, was made prior to the ongoing conflict involving Israeli military actions in the Gaza Strip.

Puma’s spokesperson mentioned that the company has recently signed contracts with several new national teams, details of which are set to be announced later in the year. The contracts with a few national teams, including Israel and Serbia, are due to expire in 2024.

This move aligns with Puma’s strategic shift towards a “fewer-bigger-better strategy,” focusing on fewer but more significant sponsorships.

Over the years, there have been increasing calls to boycott Puma due to its association with the Israeli national team. These calls have become more pronounced in the wake of the recent conflict in Gaza, which has lasted for 67 days. According to the latest figures from the Gaza Ministry of Health, the conflict has resulted in 18,205 fatalities, including 7,739 children and 4,885 women, and has left over 49,645 people injured.