The Palestinian-led movement Boycott, Divestment, Sanctions (BDS) has celebrated Puma’s decision to end its sponsorship of the Israeli national football team in what it claims is a victory for the pressure campaign. The pro-Palestine campaign group said the German sportswear firm will terminate its deal with the Israel Football Association (IFA) from next year. The move comes after more than 200 Palestinian sports teams pressured the association from operating in illegal Israeli settlements in the occupied Palestinian territories. "The Boycott PUMA campaign successfully damaged PUMA’s image, its most important asset, by associating it with Israel’s decades-long aparth
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