Puma will no longer be the sponsor of Israel’s national football team starting from next year.
This was first reported by the Financial Times, which quoted an internal note issued by the German sportswear firm being passed around that confirms the news.
According to the source, the departure is not related to the ongoing war but is rather based on a financial decision taken last year as part of the company’s “fewer-bigger-better” strategy that implements more refined investment plans focused on some of the world’s biggest clubs and brands including Arsenal, Manchester City and AC Milan.
In contrast, the Israel Men’s National Football Team has yet to appear at a major tournament since the 1970s.
The Financial Times further highlighted that pro-Palestinian movement Boycott, Divestment and Sanctions has claimed responsibility on their X account for pushing Puma out of its deal with Israel, but also that the Israel Football Asscoaiton is denying these claims by saying that the decision has been mutual.
