PUMA Terminates Partnership with the Israel Football Association, Claims Not Due to Boycott

"PUMA Terminates Contractual Partnership with the Israeli Football Association, Claims Not Due to Boycott"

Dream - Global sports brand, PUMA, announced that it will not renew its contract with the Israel Football Association (IFA) after their partnership expires in 2024. In an official statement on December 15, 2023, PUMA stated that this strategic decision was made as part of their ongoing efforts to optimize their brand portfolio and ensure alignment with the company's main business goals.

Statement PUMA

"Although this partnership officially ends, PUMA's dedication to football remains steadfast. PUMA will continue to support this sport at all levels," wrote PUMA as quoted on Friday, December 15, 2023.

PUMA said it will remain committed to building meaningful relationships with athletes, teams, and fans worldwide, and will continue to seek partnerships that align with its vision for a more sustainable and inclusive future.

PUMA Terminates Partnership with the Israel Football Association, Claims Not Due to Boycott

"Not because of a boycott?"

Quoting Aljazeera, the spokesperson of this German sportswear company said that the termination of the contract has been planned by PUMA since 2022 and is not related to consumer boycott calls against Israel amidst the Gaza war.

It is known that PUMA has long faced calls for a boycott over its brand alliance with the Israel Football Association (IFA), but these calls have increased during Israel's two-month attack in Gaza, which has killed over 18,000 Palestinian citizens. An internal memo from Puma, seen by the Financial Times, which first reported the news, also confirms the restructuring.

"Evaluating all existing partnerships as well as upcoming opportunities to ensure we have a strong national team roster",\u00a0"

The newspaper reported as follows.

"The Beginning of PUMA's Contract with IFA"

PUMA first signed a contract with IFA to provide equipment for the players in 2018.

"Boycott Call"

Since then, the company has faced boycott calls from activists, who say that IFA also includes a team based in Jewish settlements in the West Bank that are considered illegal under international law.

Global companies that support Israel have faced increasing boycott calls from the Boycott, Divestment, Sanctions (BDS) movement led by Palestine before and during the Gaza war.

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