The German Sports Society of Sports items, Puma, announced today, that it would no longer be the official sponsor of the Israel football team from next year.
This announcement comes as many stores from the German brand have been targeted in Europe by pro-Palestinian demonstrators since October 7.
Puma, however, explained that his decision to stop sponsoring the Israel team is not linked to the current war. The company claims that the breach of the contract has been planned since last year “for economic reasons”, as it was able to do with other national teams.
In 2018, the brand had undergone boycott calls when it had decided to sign with the Zionist selection. She then defended herself to endorse “the colonies explaining that her contract was with the national team and not with a local team in the” colonies.
Since the beginning of the conflict between Israel and Hamas, several countries have observed waves of boycott of brands and brands that adopted pro-Israeli positions. Among them, the Large Distribution Carrefour, the brand of cosmetic products L’Oréal, Christian Dior, or the ready-to-wear brand Zara.
The scale of the boycott is difficult to quantify, because most of the brands concerned have not communicated on losses.
