German sportswear company Puma has announced it will end its sponsorship of the Israel Football Association (IFA) on December 31, 2024. This decision follows a five-year global boycott campaign led by the Boycott, Divestment, and Sanctions (BDS) Movement.
The BDS Movement, which advocates for Palestinian rights, hailed the decision as a significant victory. Since 2018, 215 Palestinian sports teams have urged Puma to cease its sponsorship of the IFA, accusing the association of including teams from illegal Israeli settlements in its leagues and supporting the occupation of Palestinian lands.
BDS highlighted that Puma faced intense global pressure, with activists staging demonstrations at the company’s offices and stores worldwide. Additionally, athletes, sports teams, and artists severed ties with the brand over its association with the IFA.
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In a statement, BDS claimed that a leaked internal memo and remarks from a Puma lawyer revealed the campaign’s impact, describing the boycott as a significant challenge for the company.
BDS credited grassroots efforts for influencing Puma’s decision, saying, “This marks a step toward holding Israel accountable for its actions.” The movement also thanked supporters for their relentless advocacy in pushing Puma to end its contract with the IFA.
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