Puma ends sponsorship with Israel’s national football team
According to the Financial Times’ report, Puma decided to withdraw its sponsorship from the Israel national football team before October 7th, emphasizing that the decision is unrelated to calls for a boycott.
The company has opted not to renew its contract with the Israeli Football team, and as a result, they will cease supplying them with kits starting next year.
In 2022, Puma implemented its new strategy, known as “fewer-bigger better,” which involved promoting greater selectivity in sports marketing. Therefore, they also decided on terminating its contract with the Serbian football team.
Boycotting calls have risen since Oct 7th worldwide affecting many brands that have shown affiliation with Israel, such as Starbucks, McDonalds, and many more.
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The Palestinian-led BDS (Boycott, Divestment and Sanctions) movement had called for the boycotting of the sportswear company before the Hamas attack.
Arab News/Reuters
