🔗 Share this article

During last month's Vuelta a Espana, the squad faced several disruptions as Palestinian-supporting demonstrators staged protests against the Israeli war in the Gaza Strip

Squad representatives characterized the recent period as "an incredibly difficult period" but acknowledged "the need for change"

"With strong dedication to our riders, team members, and important sponsors, the decision has been made to rebrand and re-brand the team, moving departing from its present Israel-linked identity"

"Within sports, progress often requires sacrifice, and this measure is crucial to securing the long-term viability of the organization"

Team History and Structure

Israel-Premier Tech team, which features five British riders including four-time French cycling tour winner Chris Froome, is registered in Israel and owned by Israeli-Canadian property billionaire Sylvan Adams

Originally established as Israel Cycling Academy in 2014, the organization has been supported by Canadian corporation Premier Tech since 2022

Recent Incidents and Protests

During the three-week Spanish tour, numerous protests and disruptions took place, mainly focusing on the participation of the Israel-Premier Tech

Halfway through the competition, the squad ceased displaying their full name on their jerseys

The final leg of the race around the Spanish capital was called off following Palestinian-supporting demonstrations that resulted in scuffles with cyclists and obstructed the route in multiple locations

Recent Developments

Within the changes, team owner Sylvan Adams will withdraw from his day-to-day role and will cease act on the team's behalf

The sixty-six-year-old entrepreneur has been strongly linked with the Israeli administration and has formerly described himself as a "unofficial representative to the nation"

Global Response

International cycling regulatory body the UCI has stated it will persist to accept Israeli competitors at its events despite demands for athletic sanctions

Following UN investigation findings that declared the nation has committed genocide against Palestinian people in the territory - a claim that the government denies - there have been increasing demands for the country to be banned from global football tournaments

Background of Conflict

Israeli military launched a campaign in the Gaza Strip in response to the Hamas-organized assault on southern regions of Israel on 7 October 2023, during which about 1,200 individuals were killed and 251 additional people were taken hostage

According to reports from the territory's Hamas-controlled health ministry, at least 67,139 individuals have been killed in Israel's attacks in the territory since that time

Perspective: Corporate Image Considerations

This choice represents a significant admission by the team and its proprietor Sylvan Adams that the presence of Brand Israel is creating discomfort in environments such as elite sport

Adams' involvement in Israeli politics is widely recognized, though not officially designated

The team began primarily due to Adams' passion for professional cycling, and conviction that the sport can bring societies closer together in regions of the globe away from its European traditional base

Regardless of several Grand Tour stage victories, the team has experienced the competition level challenging to maintain at times at the top level, and is unable to afford to lose sponsors such as Canadian pesticide specialists Premier Tech

As a billionaire entrepreneur, Adams understands that corporate brand reputation is paramount