Israeli cellular provider Partner Communications has announced it is breaking ties with France’s ‘Orange’. Perhaps this began back in the summer of 2015, following the stinging remarks by Orange CEO Stephane Richard, who opening backed an economic boycott of Israel.

His comments were followed by impressive damage control efforts, with Orange Israel owner Chaim Saban telling the media “I am proud to hold controlling stake in Partner”, explaining his company leases the Orange brand. He vows to continue working on behalf of Israel.

Globes quoted Partner outgoing CEO Haim Romano, who said, “We regret the words. Partner has held the Orange franchise since 1998 when it was under the ownership of Hong Kong’s Hutchison group. Partner will continue to loyally serve its customers in Israel without discrimination or prejudice.”

That was followed by the Jerusalem meeting between Prime Minister Binyamin Netanyahu and Orange CEO Richard as damage control efforts continued. Richard used that opportunity to state emphatically that he never has or will support any kind of boycott against Israel.

We now learn Partner is receiving €90 million compensation for the damaging comments by Orange CEO Stephane Richard and after 17 years of cooperation, Orange and Partner are parting ways.

In its announcement earlier this week Partner said it had, “Notified Orange of its decision to terminate the Orange brand license agreement according to the framework agreement between the parties”. One can expect that Partner will soon announce its own new brand, pushing the familiar Orange name and logo aside.

(YWN – Israel Desk, Jerusalem)