Amid growing calls for a ceasefire in Gaza, a spokesperson of Puma has revealed that the German sportswear brand will end its sponsorship of Israel's national football team in 2024.
A Financial Times report revealed that the decision was in fact taken in 2022, before the Hamas attack on Israel in October this year.
The spokesperson revealed that the move is part of Puma's new strategy termed 'fewer-bigger-better'.
An email statement by Puma read, '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.'
Israel's military offensive in Gaza following the October 7 attacks has resulted in widespread boycott calls against brands financially supporting Israel, and included Puma for sponsoring the football team.