Source: REUTERS/STAFF
[Saba Sports News] According to British media reports, Puma will be
terminating its sponsorship agreement with the Israeli Football Association in
2024. Puma stated that this decision was not related to the current conflict
and was made as part of their “less-bigger-better” business strategy
at the end of the previous year. It is worth noting that Puma’s sponsorship
agreement with Serbia is also set to expire in 2024. The company had previously
lost its sponsorship deal with the Italian national team in 2022. In its
statement, Puma mentioned that new sponsorship deals with two national teams,
including a high-profile team, will be announced later this year and in 2024.
Sources familiar with the matter suggest that Puma’s decision was primarily
influenced by financial considerations. Israel is currently ranked 75th in FIFA
rankings, and their jersey sales in the market are relatively limited. It
remains to be seen how fans will react to this development.