BERLIN: Puma will end its sponsorship of Israel’s national football team, as reported by the Financial Times on Tuesday.
An internal communication reviewed by the Financial Times revealed that Puma had made the decision a year ago, emphasizing that it was unrelated to ongoing consumer calls for boycotts during Israel’s conflict with Gaza. Starting in 2024, Puma will cease to supply the team’s kit after choosing not to extend its contract with the Israel Football Association (IFA).
Insiders familiar with internal discussions informed the Financial Times that Puma’s choice to end its sponsorship of Israel’s national football team was primarily driven by financial considerations. This move aligns with Puma’s broader strategy of pursuing a “fewer-bigger-better” approach to enhance selectivity in its sports marketing endeavours.
The note also disclosed that Puma intends to unveil a new partnership with a prominent team in the near future. The termination of the sponsorship deal with the Israeli team has stirred controversy and led to international criticism, prompting calls for a complete boycott of all Puma products.
Activists have alleged Puma’s complicity in supporting Israeli settlements in the West Bank, deemed illegal by a majority of the international community, due to the involvement of clubs from these settlements within the IFA. Puma has consistently refuted these claims, clarifying that its sponsorship pertains solely to the national team and does not extend to club-level activities.
In recent weeks, various brands, including Puma and Spanish fashion brand Zara, have faced pro-Palestinian demonstrations at their global stores, with protesters condemning their perceived pro-Israel stance.
