Puma, the German sportswear brand, will discontinue its sponsorship of Israel's national football team in 2024.
The move was planned a year ago and is not connected to consumer boycotts amid the recent Gaza war, as clarified by a Puma spokesperson.
Puma's contracts with several football federations, including Serbia and Israel, are set to expire in 2024 and will not be renewed.
Puma has faced boycott calls over its association with the Israel Football Association (IFA), particularly due to teams based in Jewish settlements in the occupied West Bank.
The decision comes amid increased calls for boycotts during Israel's two-month offensive in Gaza, resulting in heightened activism against companies supportive of Israel.
Puma's decision aligns with its broader sports marketing strategy, aiming for greater selectivity and impact in sponsorships.
Puma plans to announce new sponsorship deals with several national teams as part of its strategy to maintain a strong roster.
The Palestinian-led Boycott, Divest, Sanctions (BDS) movement has been pressuring global firms supportive of Israel, impacting decisions like Puma's.
Recent controversies, such as Zara's advertising campaign drawing criticism for depicting scenes from Gaza,
Puma intends to continually evaluate existing partnerships and upcoming opportunities to ensure a robust portfolio of national team sponsorships, according to an internal memo.