PUMA Ends Sponsorship with Israeli Football Association

PUMA has announced that it will end its sponsorship contract with the Israel Football Association (IFA) by December 31, 2024, following a sustained global boycott campaign led by the Boycott, Divestment, and Sanctions (BDS) movement. This decision comes after years of pressure due to PUMA's association with the IFA, which includes teams from illegal Israeli settlements on occupied Palestinian land. The BDS movement celebrated this development as a significant victory, highlighting the campaign's impact on PUMA's reputation and business. Activists had engaged in various actions, including protests and the termination of contracts by sports teams and retailers worldwide. Concurrently, PUMA has signed a new long-term agreement with the Portuguese Football Federation, marking a strategic shift as it seeks to align with more favorable partnerships. This dual announcement reflects PUMA's response to both external pressures and opportunities in the sports sponsorship arena.