Puma’s decision to end sponsorship
Puma, the German sportswear giant, has announced that it will not renew its sponsorship contract with the Israel Football Association (IFA) after the 2023-24 season. The decision comes amid growing pressure from the global boycott, divestment and sanctions (BDS) movement, which accuses Puma of complicity in Israel’s violations of Palestinian rights.
A Puma spokesperson told The Post that the company decided to cut ties with the Israeli national team at the end of last year as part of its new “fewer-bigger-better” business strategy. However, the spokesperson denied that the decision was influenced by the BDS campaign or the recent Israel-Hamas war, which killed more than 250 people in Gaza and 13 in Israel.
The spokesperson said that Puma remains committed to supporting sports and athletes in Israel and the region, and that it will continue to work with its local partners and distributors. The spokesperson also said that Puma respects the right of individuals and groups to express their opinions peacefully and lawfully.
BDS movement celebrates victory
The BDS movement, which aims to isolate Israel economically, culturally and academically until it ends its occupation and oppression of the Palestinians, has welcomed Puma’s decision as a victory for its campaign. The movement has been calling for a boycott of Puma since 2018, when it replaced Adidas as the main sponsor of the IFA.
The BDS movement claims that Puma’s sponsorship of the IFA legitimizes and whitewashes Israel’s illegal settlements on occupied Palestinian land, where six of the IFA’s teams are based. The movement also alleges that Puma’s current and past exclusive licensees in Israel have operations in the settlements, which are considered a war crime under international law.
More than 200 Palestinian sports clubs and dozens of human rights organizations have joined the call to boycott Puma, and staged protests and actions in various countries, including the UK, Germany, France, Italy, Spain, the US, Canada, South Africa, India and Australia. The movement has also used social media to spread its message and urge consumers to stop buying Puma products.
The BDS movement said that Puma’s decision to end its sponsorship of the IFA is a “moral duty” and a “step in the right direction”. It also called on Puma to end its involvement in the settlements immediately, and to respect the Palestinian people’s right to self-determination and freedom.
Implications for Israel and Palestine
Puma’s decision to end its sponsorship of the IFA is a blow to Israel’s image and influence in the world of sports. Israel has been facing increasing criticism and isolation from the international community for its policies and practices towards the Palestinians, especially after the recent escalation of violence and the exposure of its apartheid system by prominent human rights groups.
Israel has also been struggling to maintain its relations with some of its allies and partners, such as the US and the EU, which have expressed concern and condemnation over its actions and plans in the occupied territories. Israel has accused the BDS movement and its supporters of being anti-Semitic and seeking to delegitimize and destroy the Jewish state.
On the other hand, Puma’s decision to end its sponsorship of the IFA is a boost to the Palestinian cause and the BDS movement, which have been gaining momentum and recognition in the past few years. The Palestinians have been suffering from decades of dispossession, displacement, discrimination, oppression and violence under Israeli occupation and blockade.
The Palestinians have also been demanding their basic rights and freedoms, such as the right to return, the right to self-determination, the right to equality and the right to justice. The Palestinians have been using various forms of resistance and solidarity, such as popular protests, legal actions, cultural expressions and international appeals, to challenge Israel’s domination and impunity.
