Berlin: German sportswear manufacturer Puma revealed on Tuesday that it would terminate its sponsorship deal with the Israeli national football team. The decision, made as part of a strategy review at the end of 2022, will cease Puma's outfitting of the Israeli team from the coming year.

The company stated that the conclusion to discontinue the contracts with some federations, including Serbia and Israel, was reached in 2022 in accordance with regular timelines for the design and development of team jerseys. Puma mentioned that two newly signed national teams, including a new statement team, would be announced later in 2023 and 2024.

The sponsorship deal with Israel, initiated in 2018, had faced criticism and calls for boycott from campaigners who accused Puma of endorsing illegal Israeli settlements in the West Bank through its association with the Israeli Football Association, which includes teams from the occupied Palestinian territory.

The decision to end the sponsorship comes against the backdrop of the conflict between Israel and Hamas in Gaza that erupted in October, further intensifying calls for boycotts against products perceived to support Israel. The war resulted in significant casualties and hostilities between the two parties, with ongoing concerns about the humanitarian impact in the region.