Puma to terminate sponsorship of Israel national football team

Puma is set to end its sponsorship of the Israel national football team in a decision made a year ago and not connected to the calls for consumer boycotts following Israel’s military action in Gaza, The Financial Times reported on Tuesday.

The Germany-based sportswear and sports equipment company has decided not to extend its contract with the Israel Football Association (IFA). Come 2024, therefore, it will not be providing its national teams with kits and technical outfits.

Various brands have been impacted by a boycott campaign, having been accused of endorsing the Israeli state amid its military offensive in the Gaza Strip since the deadly Hamas attack in southern Israel on October 7.

However, Puma has stated that the decision to stop supporting the Israel national football teams was made a year ago because of financial reasons and was in line with a broader strategy plan known as “fewer-bigger-better”, aiming to promote greater selectivity in sports marketing, as reported by The Financial Times.

Puma, which is also set to conclude its sponsorship of Serbia’s national football team next year, intends to keep reviewing all of its current relationships and future prospects with the intention of keeping a strong roster of national teams.