Puma Ends Israel National Team's Sponsorship (image-instagram/isr.fa)

Puma, the famous sports brands announced its termination of its contract with Israel National Football Team in 2024 amid escalation of Israel offensive on Gaza.

The company spokesperson but clarified that the plan was made last year and is not to the boycott calls against Israel. The German-based sportswear company decided not to extend the contract with the Israel football cooperation and thus the team will not be provided with kits by the brand.

The sporting brand has long faced boycott calls over its brand alliance with Israel Football association (IFA).

The company spokesperson stated that this decision was made last year as part of Puma’s new “fewer-bigger-better” strategy. As part of the new approach, the brand has also decided not to extend the contract with Serbia which is yet to be expired on next year.

The timing of the decision is standard when it comes to designing and developing new team jerseys, Puma said.

The Financial Times earlier reported on Puma’s decision to end the Israel sponsorship. The memo received said Puma 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”, the newspaper reported.

The company has faced long boycott calls by activists as the IFA included teams based in Jewish-only settlements in the occupied West Bank, which are considered to be illegal under international law. Global firms supportive of Israel have faced growing boycott calls by the Palestinian-led Boycott, Divest, Sanctions (BDS) movement before and after war.

Earlier this week, the Spanish fashion brands Zara faced backlash for its advertisement resemblance to Gaza genocide. The boycott calls are growing stronger and has now expanded to more firms and products following Israel’s military offensive in the Gaza strip.