Puma, the international brand, revealed its decision to terminate the sponsorship agreement with Israel’s national football team by the end of the upcoming year.
This choice, made a year earlier, is not connected to the recent Gaza conflict or boycott appeals. Puma clarified that its sponsorship extended only to the national team, not to clubs within Israeli settlements, contrary to assertions by boycott advocates.
Despite claims by pro-Palestinian BDS activists about influencing Puma’s decision, the Israel Football Association rebuts this, citing unsuccessful contract discussions.
Puma attributes the conclusion of the partnership to financial considerations and a strategic shift, forming part of a wider plan to adopt a more discerning approach in sports marketing.
The company intends to unveil a new prominent partnership soon and also intends to sever ties with Serbia’s national team next year.
Puma will evaluate and potentially cease other partnerships based on commercial viability and agreement terms.
The Israel national football team, ranked 75th globally, encounters challenges due to limited kit sales within a relatively small market.
Puma, witnessing a significant surge in sales from €8.4bn in 2022, nearly double that of 2018, declined to offer comments, and there was no response from the Israel Football Association regarding inquiries.
