The global Boycott PUMA campaign has announced that the sportswear giant will terminate its sponsorship contract with the Israel Football Association (IFA) on December 31, 2024.

The decision comes after years of pressure from activists and human rights organizations accusing the IFA of complicity in Israel’s policies in occupied Palestinian territories. PUMA’s association with the IFA faced global criticism, with advocates urging the brand to distance itself from alleged violations of international law.

The Boycott PUMA campaign, part of the broader Boycott, Divestment, and Sanctions (BDS) movement, hailed the decision as a significant victory for Palestinian rights.

Activists claim the move reflects growing awareness among corporations about the political and ethical implications of their sponsorships.

While PUMA has not publicly attributed its decision to the boycott campaign, the timing of the announcement suggests the pressure may have played a role.

Pro-Palestinian groups around the world celebrated the development, emphasizing the power of collective action in holding corporations accountable.

Meanwhile, Israeli officials have expressed disappointment, viewing the decision as a concession to anti-Israel campaigns.

The sponsorship’s end marks a critical moment in the intersection of sports and politics, underlining the influence of public advocacy on corporate decisions.

As the deadline approaches, the move is expected to spark further debate on corporate responsibility and ethical sponsorships in global sports.