Puma announced on Tuesday its decision to terminate the sponsorship deal with the Israeli national football team, a move made prior to the commencement of the Gaza conflict.
Puma revealed that following a strategy review conducted at the end of 2022, the company would cease outfitting the Israeli team from the upcoming year.
‘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,’a spokeswoman said in a statement.
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‘These decisions were taken in 2022 in line with the regular timelines for the design (and) development of the team jerseys,’ the spokeswoman said.
The 2018 deal with Israel prompted widespread calls to boycott the sportswear brand.
Campaigners accused Puma of supporting illegal Israeli settlements in the West Bank by maintaining a deal with the Israeli FA, encompassing teams from the occupied Palestinian territory.
The war between Israel and Hamas in Gaza in October has intensified longstanding calls to boycott products supporting Israel.
Hostilities erupted as Hamas militants launched an unprecedented assault on Israel from the Gaza Strip on October 7, claiming the lives of approximately 1,200 individuals, predominantly civilians. Meanwhile, around 240 hostages were taken, with 137 still held in Gaza, as reported by Israeli officials.
In retaliation, Israel pledged to obliterate Hamas and launched relentless airstrikes coupled with a ground incursion in Gaza, resulting in a reported toll of at least 18,200 lives, predominantly women and children, as stated by the health ministry under Hamas control.