A spokesperson for Puma said that they will no longer sponsor Israel’s national football team after 2024. On Tuesday they have said that the move had been planned since last year and has nothing to do with calls for people to stop buying Israeli goods because of the war in Gaza.

A Puma representative told Reuters in an email that the company’s contracts with several federations, such as Serbia and Israel, would not be extended after they expired in 2024.

According to the spokesperson, Puma’s “fewer-bigger-better strategy” would soon include deals with a number of new national teams.

Source: Al Jazeera