Puma to End Sponsorship of Israel's National Football Team in 2024

Company cites 'fewer-bigger-better' strategy for decision, denies influence of BDS movement or Gaza war

Puma will end its sponsorship of Israel's national football team in 2024, a decision the company says was made in 2022 as part of its new 'fewer-bigger-better' strategy.
The decision is unrelated to the ongoing war in Gaza and was made in line with the regular timelines for designing and developing team jerseys.
Puma's decision has been met with celebration from pro-Palestinian activists and the BDS movement, who have been calling for a boycott of the company since it began its sponsorship of the IFA in 2018.
The IFA has denied that the decision was influenced by the BDS movement, stating that it had the option to extend the contract with Puma until 2026 but chose not to do so.
Puma will also end its sponsorship of Serbia’s national team in 2024 and plans to announce new partnerships with two other national teams later this year and in 2024.