Puma Ends Sponsorship of Israel National Football Team
SEAToday.com, Jakarta - The sportswear giant PUMA announced the termination of their sponsorship deal with the Israeli Football Association (IFA) in 2024 on Tuesday, (12/12).
The brand recently came under fire from the pro-Palestinian movement, which deemed the brand to be endorsing illegal Israeli settlements in the West Bank through their deal with the IFA. However, PUMA insisted that ‘’the decision is based solely on business reasons’’, citing it as part of their new “fewer-bigger-better” sponsorship strategy.
Despite the statement, the decision was still welcomed as a win for the Palestinian cause, said the Boycott, Divestment, and Sanctions (BDS) movement.
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