Puma is terminating its sponsorship of Israel’s national football team in a decision the German group said was taken a year ago and was not related to renewed calls for consumer boycotts, as Israel continued its assault on Gaza in response to the October 7 Hamas attacks.
From next year the world’s third-biggest sportswear company will no longer provide kit to the squad after deciding not to renew a contract with the Israel Football Association, according to an internal note seen by the Financial Times.
The partnership signed in 2018 triggered a boycott campaign, with activists accusing Puma of supporting Israeli settlements in the West Bank — considered illegal by most of the international community — given the IFA includes clubs based in such settlements.