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Puma has announced its decision to end its collaboration with Israel’s national soccer team in 2024, citing purely business reasons for the move. The decision was made in 2022 as part of the company’s “fewer-bigger-better strategy” and was not related to the current Israel-Hamas war. Puma’s communications chief, Kerstin Neuber, stated that the decision was based on commercial factors and participation in major international tournaments, with new national teams set to be announced later this year and in 2024. The contracts of some federations, including Israel, will expire in 2024 as part of the regular timelines for the design and development of team jerseys. Puma has faced calls for consumer boycotts over its contract with the Israeli soccer association but insists that its decision was made independently of any external pressures. This move comes as part of Puma’s broader strategy to focus on a smaller number of high-profile partnerships in the sports world.

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