An international brand Puma has recently announced the termination of its sponsorship agreement with Israel's national football team, effective from the end of next year.
The decision, made a year ago, is unrelated to the recent Gaza conflict and boycott calls. Puma clarified that it sponsored only the national team, not clubs in Israeli settlements, contrary to boycott campaigners' claims. Pro-Palestinian BDS activists assert their influence on Puma's decision, but the Israel Football Association denies this, citing failed contract negotiations.
Puma cites financial considerations and a strategic shift as reasons for ending the partnership, part of a broader strategy to be more selective in sports marketing.
The company plans to announce a new high-profile partnership soon and will also discontinue ties with Serbia's national side next year. Puma will assess and potentially end other partnerships based on commercial reasons and agreement terms.
The Israel national football team ranked 75th globally, faces challenges due to limited kit sales in a relatively small market. Puma, with 2022 sales of €8.4bn, almost double those in 2018, declined to comment, and the Israel Football Association did not respond to inquiries.
