Puma to end kit deal with Israeli national football team; says decision was made in 2022

German sportswear maker Puma said Tuesday it would end a sponsorship deal with the Israeli national football team in a decision made before the beginning of the war in Gaza.

 German sportswear maker Puma said on December 12 it would end a sponsorship deal with the Israeli national football team in a decision made before the beginning of the war in Gaza.

Following a strategy review carried out at the end of 2022, Puma would stop outfitting the Israeli team from next year, the company said.

“While two newly signed national teams — including a new statement team — will be announced later this year and in 2024, the contracts of some federations such as Serbia and Israel will expire in 2024,” a spokeswoman said in a statement.

“These decisions were taken in 2022 in line with the regular timelines for the design [and] development of the team jerseys,” the spokeswoman said.

“The decision is based solely on business reasons,” Puma communications chief Kerstin Neuber said Tuesday.

The deal with Israel, which was signed in 2018, prompted calls to boycott the sportswear brand.

Campaigners accused Puma of endorsing illegal Israeli settlements in the West Bank through its deal with the Israeli FA, which includes teams from the occupied Palestinian territory.