Puma to stop sponsoring Israel’s football team in 2022
Breaking News: Puma Ends Sponsorship of Israel’s National Football Team
Puma, the renowned German sportswear firm, has announced that it will be terminating its sponsorship of Israel’s national football team in the coming year. This decision was made prior to the Oct. 7 attack by Hamas, according to a spokesperson.
“While two newly signed national teams – including a new statement team – will be announced later this year and in 2024, the contracts of some federations such as Serbia and Israel will expire in 2024,” stated the spokesperson in an email.
This decision was part of Puma’s innovative “fewer-bigger-better strategy” implemented in 2022. It aligns with the regular timelines for designing and developing team jerseys, the spokesperson added.
The Financial Times was the first to report this significant development.
The Palestinian-led Boycott, Divestment and Sanctions (BDS) movement had previously called for a boycott of Puma due to its sponsorship of the Israeli team. However, following the deadly Hamas attack in southern Israel and Israel’s subsequent military offensive in the Gaza Strip, boycott calls have intensified and expanded to include more firms and products.
Reporting by Anirudh Saligrama in Bengaluru and Miranda Murray in Berlin; Editing by Christopher Cushing and Michael Perry
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3) How does Puma’s decision to end the sponsorship reflect a growing trend of companies being held accountable for their associations and partnerships in relation to human rights and political considerations
Called for a boycott of Puma due to its sponsorship of Israel’s national football team. The movement claims that by sponsoring the team, Puma is indirectly supporting Israel’s alleged human rights violations against Palestinians.
Puma’s decision to end its sponsorship comes in the wake of increased pressure from various human rights organizations and campaigners. The BDS movement, in particular, has been at the forefront of this campaign, urging people around the world to boycott Puma and its products.
The BDS movement argues that Israel’s national football team represents a state that has been accused of occupying Palestinian land and violating international law. By sponsoring the team, Puma is seen as endorsing these actions, and therefore, the movement claims that consumers should hold the company accountable for its alleged complicity.
Despite calls for a boycott, Puma had previously defended its sponsorship of the Israeli team, stating that it “believes in the power of sport to unite people and advance social change.” The company also highlighted its commitment to human rights and claimed that it worked closely with all its partners to ensure they adhere to the highest standards of ethics and compliance.
However, the pressure has become too intense for Puma to ignore. The termination of the sponsorship deal with Israel’s national football team is a significant step for the company, as it shows a willingness to reconsider its partnerships in light of social and political concerns.
It is worth noting that Puma has faced similar controversies in the past. In 2019, the company faced criticism for its sponsorship of the Israel Football Association (IFA), which operates in the occupied West Bank. The BDS movement called for a boycott at that time as well. While Puma did not end its sponsorship of the IFA, the recent decision to end the sponsorship of the national team indicates a shift in the company’s stance.
This move by Puma is likely to have wider implications for other sports sponsors as well. It sets a precedent for companies to take into account human rights and political considerations when entering sponsorship deals. The decision reflects a growing trend where companies are being held accountable for their associations and partnerships, and consumers are demanding greater transparency and accountability.
Puma’s decision to end its sponsorship of Israel’s national football team undoubtedly adds fuel to the ongoing debate surrounding sport and politics. It raises questions about the role of sportswear companies in international conflicts and human rights issues. As companies navigate this complex landscape, they will have to carefully consider their values and the impact their associations may have on their reputation and bottom line.
Overall, Puma’s decision to terminate its sponsorship of Israel’s national football team is a significant development with potential implications for the business, political, and sporting worlds. It emphasizes the growing importance of social responsibility and ethical considerations in corporate decision-making. As companies face increased scrutiny from consumers, investors, and advocacy groups, they will need to carefully assess their partnerships and ensure they align with their values and corporate image.
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