Puma to end Israel’s football team sponsorship over Gaza attacks

Puma will terminate its sponsorship of Israel’s national football team as a result of the vicious attacks on Gaza, Financial Times cited the German group on Tuesday.

In a report seen by the FT, Puma said the decision was taken a year ago and had nothing to do with the boycott calls amid Israel’s attacks on Gaza.

According to the note, starting 2024 the group will no longer provide the kit to the team after the decision of not renewing the contract with the Israel Football Association (IFA).

FT also reported that the decision was part of a broader “fewer-bigger-better” strategy for the company to become more selective in sports marketing.

Puma will also be announcing a new partnership with a high-profile team soon.

In recent weeks, a number of brands including Puma and Zara witnesses pro-Palestinian demonstrations outside their stores across the globe for their pro-Israel stance.