Cycling Team Confirms Name Rebranding for 2026 Racing Year

During the recent Vuelta a Espana, the team experienced multiple disruptions as Palestinian-supporting protesters organized actions regarding the Israeli military campaign in Gaza

Team representatives described the recent period as "a particularly difficult time" but recognized "the necessity for transformation"

"Having strong dedication to our riders, staff, and valued sponsors, the choice has been made to rebrand and restructure the squad, shifting away from its present Israel-linked branding"

"In sport, advancement often demands sacrifice, and this step is crucial to ensuring the long-term viability of the team"

Team Background and Structure

Israel-Premier Tech squad, which features five British cyclists including multiple Tour de France winner Chris Froome, is Israeli-registered and controlled by Canadian-Israeli real estate tycoon Sylvan Adams

Originally founded as Israel Cycling Academy in 2014, the team has been sponsored by Canadian company Premier Tech since 2022

Recent Events and Protests

During the three-week Spanish tour, multiple protests and interruptions occurred, mainly focusing on the involvement of the cycling team

Halfway through the race, the team ceased using their complete team name on their jerseys

The last leg of the race around the Spanish capital was cancelled following pro-Palestinian demonstrations that caused altercations with riders and obstructed the course in multiple places

Recent Changes

As part of the changes, squad owner Sylvan Adams will step back from his daily responsibilities and will cease act on the team's representation

This sixty-six-year-old businessman has been strongly linked with Benjamin Netanyahu's administration and has formerly referred to himself as a "self-appointed ambassador to Israel"

Global Response

World professional cycling regulatory organization the UCI has stated it will continue to welcome Israel-based athletes at its competitions despite calls for athletic sanctions

After UN investigation findings that stated Israel has performed mass killing against Palestinians in Gaza - a claim that Israel denies - there have been increasing demands for the country to be suspended from global football competition

Context of Hostilities

Israeli military launched a campaign in Gaza in response to the Hamas-led assault on southern the country on 7 October 2023, during which about 1,200 people were killed and 251 others were taken hostage

According to reports from the territory's Hamas-controlled health ministry, at least 67,139 people have been killed in Israeli military actions in Gaza since that time

Perspective: Business Branding Considerations

The choice represents a significant admission by the squad and its proprietor Sylvan Adams that the presence of Brand Israel is creating unease in environments such as elite athletics

Adams' engagement in Israel's politics is widely recognized, though not officially assigned

This squad started largely due to the owner's passion for professional cycling, and conviction that the activity can bring societies more united in regions of the world away from its continental heartland

Despite some Grand Tour leg victories, Israel-Premier Tech has found the competition level challenging to maintain at times at the elite tier, and is unable to afford to lose financial backers such as Canada's pesticide specialists Premier Tech

As a multi-billionaire businessman, Adams understands that corporate brand reputation is paramount