December 12 – Sportswear giant Puma is to end its sponsorship of Israel’s national team from next year though it insists the move is not connected to the ongoing brutal bombing in Gaza.
A spokesperson for the German firm said the decision was taken before the current conflict with Hamas though there has been a sustained campaign by Palestinian supporters.
“While two newly signed national teams – including a new statement team – will be announced later this year and in 2024, the contracts of some federations such as Serbia and Israel will expire in 2024,” the spokesperson said in an emailed statement to Reuters.
Despite Puma’s insistence that its decision was part of an overall strategy, opposition to Israel’s military offensive in the Gaza Strip since the deadly Hamas attack in southern Israel has intensified.
An internal Puma memo viewed by the Financial Times newspaper said the company would continue to “evaluate all other existing partnerships as well as any other upcoming opportunities to ensure we have a strong roster of national teams.”
Puma first signed its contract with the Israeli FA in 2018. Since then, it has faced growing calls to halt the partnership since the Israeli league includes teams based in the occupied West Bank
Puma has rejected allegations that it is supporting Jewish settlements in the West Bank, arguing it only sponsors the national team and not club-level activities.
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