Puma terminates partnership with Israeli football team amidst strategic shift

German sportswear brand Puma has decided to end its partnership with the Israeli football team, a decision made prior to the recent conflict with Hamas. The move is part of Puma’s new strategy to focus on fewer but more high-profile partnerships.

The decision, made in late 2022, predates the October attack by Hamas in southern Israel.

 Puma’s new approach, labeled «less, bigger, better», also includes the expiration of contracts with other federations, such as Serbia, set to expire in 2024.

The company, a rival of Adidas, has recently signed new contracts with two national teams, with announcements expected later in December and 2024.

These decisions are part of Puma’s partnership review under its new CEO, Arne Freundt, who took over at the end of 2022.

Criteria include jersey sales and participation in major international tournaments. Israel has not qualified for the World Cup since 1970.

Puma has faced calls for a boycott due to Israel’s occupation of Palestinian territories.

The current conflict, now in its 67th day, was triggered by a Hamas attack, prompting Israel’s military offensive in Gaza.

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