Here’s Why PUMA Leaked News That It Won’t Be Renewing Its Sponsorship of Team Apartheid Israel

PUMA leaked news that it won't be renewing its sponsorship of Team Apartheid Israel. Here's why.

Supporting Israel's brutal apartheid regime is always bad for business, even more so while it commits a genocide against Palestinians in Gaza.

215 Palestinian teams wrote to PUMA in 2018 urging it to end its sponsorship of the Israel Football Association over inclusion in its official leagues of teams in illegal Israeli settlements on stolen Palestinian land.

Since then, the global #BoycottPUMA campaign has created costs for and caused serious reputational damage to PUMA.

For five years, we have:

• Relentlessly protested and occupied PUMA offices and shops;
• Convinced teams, athletes, artists, and stores to dump PUMA;
• Filled PUMA’s inbox and jammed its phone lines;
• Took over PUMA’s online presence calling out its lies and hypocrisy;
• Boycotted PUMA products.

PUMA has repeatedly admitted it is under pressure by the global boycott campaign:

• A PUMA lawyer told us the campaign was making their lives "miserable."
• A leaked internal memo caught PUMA lying while attempting to reassure worried business partners and brand ambassadors.
• PUMA's CEO was so nervous that he said “BDS” by mistake while talking about the "Better Cotton Initiative" last year at PUMA's Annual General Meeting in front of 200 shareholders.

Since Israel started its genocidal war on Palestinians in Gaza:

• News media reported on fans urging NCT 127 and Rihanna to end collaboration with PUMA;
• O’Neills, Ireland's largest sportswear chain, removed PUMA products from its shops;
• Irish teams joined the boycott calling on members and fans to boycott PUMA.

Targeted boycotts work.

PUMA's contract with the Israel Football Association expires in December 2024.

Let's make sure PUMA ends complicity in Israeli apartheid.