Puma to End Israel Kit Deal
- Puma Contract End: Puma will not renew its contract with the Israel Football Association (IFA) when it expires in 2024.
- Strategic Decision: Puma claims the decision, made in 2022, stems from a strategy to focus on "fewer-bigger-better" national team partnerships.
- Boycott Pressure: The decision comes after criticism and boycott calls related to the brand's sponsorship of Israel, though Puma denies this is the reason for the change.
Puma have announced that it will end their partnership with the Israel Football Association (IFA) once their current contract expires in 2024.
Puma to Not Extend Israel Kit Deal Beyond 2023
The move follows criticism the sportswear brand has faced after producing Israel's national team kits since 2018. Puma executives have said that the decision to end the partnership was taken in 2022 and is unrelated to current protests.
The split is down to Puma wanting to pursue a “fewer-bigger-better strategy” when it comes to national teams.
Many pro-Palestinian communities have called for a boycott of the brand via the ‘Boycott, Divest, Sanctions’ (BDS) movement, which has intensified after violence in the Middle East over the past two months.
Footy Headlines have no info on which brand will take over the Israel sponsorship.
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