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13 Dec 2023

Puma Ends Israel Football Team Sponsorship Citing 'Strategy', Not War

Puma ends its sponsorship with Israel's football federation post-2024, moving towards a 'fewer-bigger-better' strategy, focusing on higher-profile partnerships. Puma has also decided not to renew its contract with Serbia's football team, signaling a strategic reorientation despite external pressures and boycott calls. [Source](https://fortune.com/europe/2023/12/12/puma-ends-israel-national-football-team-sponsorship/)