BERLIN–Puma will end sponsorship of the Israeli national football team next year, in a decision taken earlier Hamas attack on October 7said a spokesperson for the German sportswear company on Tuesday.
“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,” the spokesperson said in a statement by and -mail.
The decision was made in 2022 as part of Puma's new “fewer-bigger-better” strategy and was in line with regular timelines for designing and developing team shirts, the spokesperson added.
The Financial Times first reported the decision.
The Palestinian-led Boycott, Divestment and Sanctions (BDS) movement called for a boycott of the sportswear company before the October 7 attack because of its sponsorship of the Israeli team.
However, calls for a boycott have become stronger and extended to more companies and products in the wake of Israel's military offensive in the Gaza Strip since Hamas' deadly attack in southern Israel.