5-Year Global Boycott Forces Puma To End Contract With Israel Football Association: BDS

The PUMA campaign has confirmed that they will end their sponsorship contract with the Israel Football Association (IFA) on December 31, 2024.

The IFA had actively included the Israeli settlers and has also advocated to maintain them together with the Israeli government. PUMA has been subjected to an effective boycott campaign since 2018 when 215 Palestinian sports teams called on the German company to end its sponsorship of IFA.

Over the years, the boycott calls had resulted in many of the sports teams, athletes, and artists, ending contracts with the German company.

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The Boycott, Divestment, and Sanctions (BDS) movement announced in a post on X on Tuesday, adding that PUMA’s sponsorship contract with IFA will end on December 31, 2024.

“Following a 5-year boycott Puma campaign, we confirm that Puma will no longer sponsor the Israel Football Association (IFA), which includes teams in illegal Israeli settlements on Palestinian land and advocates to maintain them,” it said.

In December last year, PUMA said that they had decided not to renew its contract with the IFA, adding that it would soon be announcing a new partnership with a high-profile team.

In the past, more than 200 Palestinian sports teams had called on Puma to end its sponsorship of IFA. The BDS movement has called for the boycott of the sportswear company since its decision to sponsor the IFA in 2018.

Due to their partnership with the Israeli team, according to the Palestinian Solidarity Campaign (PSC), the German company had lost millions of pounds worth of business deals in the UK alone.

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As Israel’s atrocities in Gaza continue, the boycott calls against firms who have extended their support to Israel have strengthened and expanded.

Recently, McDonalds, the largest fast food company, introduced the McValue menu – foods at cheaper prices- to allure customers.