Global sportswear brand Puma has announced it will cease its sponsorship of the Israeli national soccer team.

The German company clarified that the decision was made prior to the recent conflict in Gaza and was not influenced by it. However, the Boycott, Divestment and Sanctions movement, which has been advocating for a boycott of Puma since it partnered with Israel in 2018, has hailed the decision as a victory for their cause.

Puma’s decision is part of a new sponsorship strategy and is unrelated to the ongoing conflict in the Middle East, according to a company spokesperson.

The company will also terminate its sponsorship of Serbia’s national team in 2024 and plans to announce a new partnership with a “statement team” later this month.

Read more at The Telegraph.