The Boycott, Divestment, and Sanctions (BDS) Movement, which seeks to pressure Israel to end its occupation of Palestinian territories, announced that Puma has decided to terminate its contract with the Israel Football Association (IFA) after years of boycott efforts.
The BDS Movement praised the decision, stating that Puma will cease its sponsorship of the IFA by December 31, 2024.
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Since 2018, Puma has been under significant global pressure, with 215 Palestinian sports teams urging the company to end its partnership with the IFA. The IFA’s inclusion of teams from illegal Israeli settlements on Palestinian land and its advocacy for these settlements, alongside the Israeli government, were key issues for the boycott.
The campaign included global protests, with activists occupying Puma’s offices and stores, and athletes, sports teams, and artists severing ties with the brand. BDS revealed that a Puma lawyer had admitted the pressure from the campaign was “miserable,” and an internal memo later exposed the company’s efforts to downplay its role in supporting Israel’s apartheid regime.
The BDS Movement emphasized that Puma’s association with Israel’s policies had severely harmed its public image, leading the company to decide not to renew its contract with the IFA. The movement expressed gratitude to global groups who fought to end Puma’s involvement with Israel’s actions in Gaza and Palestine.
