The global Puma Boycott Campaign has successfully led to Puma's decision to end its sponsorship contract with the Israel Football Association (IFA) by December 31, 2024. This decision follows a five-year boycott campaign initiated by over 215 Palestinian sports teams since 2018, which demanded the company cease its support for the IFA due to its ties with teams in illegal settlements on occupied Palestinian land. The campaign, organized by the Boycott, Divestment and Sanctions (BDS) movement, garnered international attention and support, prompting various protests and actions against Puma.
Puma faced intensified pressure after the escalation of violence in Gaza on October 7, 2023, which resulted in significant casualties among Palestinians, including athletes. This situation further fueled calls for a boycott, leading to the removal of Puma products from stores, including Ireland's largest sports retailer, O'Neills. Puma's internal communications revealed the strain the boycott placed on the company, with its lawyer describing the situation as 'unbearable.'
Following Puma's exit, the IFA has secured a new sponsorship deal with the Italian company 'Area,' which will begin in January 2025. However, this new contract reflects a 40% reduction in sponsorship fees, indicating the challenges the IFA faces in attracting sponsors amid ongoing controversies. The boycott movement has warned Area against proceeding with the contract, labeling it as complicity in alleged war crimes and calling for a boycott if they continue.
