Registry · PUM
Does Puma SE support Israel?
Yes — Puma SE has documented support for Israel on record. Every claim below links to its source.
Filed under: Fashion & apparel brands · Companies that support Israel
Background
Puma's 2018-2024 sponsorship of the Israel Football Association was the target of the BDS movement's 'Boycott Puma' campaign, which argued the IFA includes clubs based in settlements on occupied Palestinian land; Puma responded that it 'does not support football teams in settlements' and that its Israeli distributor has no settlement branches. When Puma announced in December 2023 that the deal would end, BDS claimed a boycott victory, while Puma said the non-renewal was decided back in 2022 as part of its 'fewer-bigger-better' marketing strategy and the IFA dismissed the BDS claim. Italy's Erreà signed in April 2024 to succeed Puma but withdrew without ever delivering kit, and the IFA said in February 2025 that Erreà would not be its supplier; Reebok took the contract from February 2025. The national-team deal is over, but Puma has since maintained brand-level sponsorships of Israeli clubs, notably Maccabi Tel Aviv in football and basketball. Claims about Puma's Israeli retail licensees (e.g., Delta Galil) circulate mainly through advocacy sources and are not documented here as standalone evidence.
Forbes Times of Israel BDS Movement — Boycott Puma
Timeline of documented support
Documented support
| Type | Date | Amount | Recipient | Sources |
|---|---|---|---|---|
| Sponsorship | 2018 | — | Israel Football Association (IFA) ENDED — Puma SE was the official kit supplier and main sponsor of the Israel Football Association from 2018 (replacing Adidas) until the contract expired on December 31, 2024. This corporate-level sponsorship was the basis of a multi-year BDS campaign. Puma announced in December 2023 that it would not renew, saying the decision was taken in 2022 under its 'fewer-bigger-better' brand strategy and was unrelated to the Gaza war; Italian brand Erreà became the IFA's kit supplier from January 2025. | |
| Sponsorship | 2021-08 | — | Maccabi Playtika Tel Aviv (basketball club) Puma, through its Puma Hoops basketball brand, signed a five-year multimillion-shekel deal to become uniform supplier of Israel's flagship basketball club Maccabi Tel Aviv — the first EuroLeague team to play in Puma uniforms — with the agreement extending to the club's youth teams and basketball schools across Israel. | |
| Sponsorship | 2025-05 | — | Maccabi Tel Aviv FC (football club) Puma became the official kit partner of Maccabi Tel Aviv FC for three seasons from 2025/26 (with an extension option), supplying playing and training kits plus fashion items for the senior team, youth department, and staff; the club announced it was joining Puma's global family of elite clubs alongside Manchester City, Borussia Dortmund, and AC Milan. Puma's fashion lines are represented at retail in Israel by the Factory 54 Group. |
Frequently asked questions
Did Puma SE donate money to Israel or Israeli causes?
We have no records of cash donations, but Puma SE has documented support of other kinds (Sponsorship). See the records on this page.
Where does this information come from?
Every record on this page links to its source — news reports, official company statements, tax filings, or government records. 6 distinct sources are cited for Puma SE. Our methodology page explains the full verification process.
Sources & citations
Record last updated: 2026-07-20
- Forbes forbes.com
- Al Jazeera aljazeera.com
- Times of Israel timesofisrael.com
- Eurohoops eurohoops.net
- Maccabi Tel Aviv FC (official announcement) maccabi-tlv.co.il
- BDS Movement — Boycott Puma bdsmovement.net