Sportswear giant Puma has announced its decision to terminate its sponsorship deal with Israel’s national soccer team.

The move comes amidst growing controversy surrounding Puma’s involvement with the team, which has faced criticism for its participation in matches held in Israeli settlements in the West Bank.

Puma had been the official kit sponsor for the Israel national football team since 2018, but pressure from activists and human rights organisations has been mounting. Critics argue that by sponsoring the team, Puma indirectly supports the Israeli government’s policies in the West Bank, which have been widely condemned as a violation of international law.

The decision to end the sponsorship deal was confirmed in a statement released by Puma’s spokesperson, who cited the company’s commitment to social responsibility and human rights as a driving factor. The move has been hailed as a victory by pro-Palestinian activists who have been calling for a boycott of Puma products.

The termination of the sponsorship raises questions about the role of corporate entities in international politics and human rights issues. It also highlights the growing influence of social justice movements on corporate decision-making.