Professional Cycling Squad Announces Name Rebranding Starting in 2026 Season

Throughout the recent Vuelta a Espana, the squad experienced multiple interruptions as pro-Palestinian demonstrators staged protests against Israel's military campaign in the Gaza Strip

Team officials described the recent period as "an incredibly difficult time" but acknowledged "the necessity for transformation"

"Having strong commitment to our riders, staff, and valued sponsors, the decision has been made to rebrand and re-brand the team, moving away from its present Israeli identity"

"In sport, advancement often requires compromise, and this step is crucial to securing the long-term viability of the team"

Team History and Structure

The Israel-Premier Tech team, which features five UK riders including multiple Tour de France winner Chris Froome, is Israeli-registered and controlled by Israeli-Canadian property billionaire Sylvan Adams

Initially founded as Israel Cycling Academy in 2014, the organization has been sponsored by Canada-based corporation Premier Tech since 2022

Recent Incidents and Demonstrations

Throughout the 21-day Spanish tour, numerous protests and interruptions took place, mainly focusing on the participation of the Israel-Premier Tech

Halfway during the race, the squad stopped using their complete name on their cycling uniforms

The final stage of the race around Madrid was called off following Palestinian-supporting demonstrations that caused scuffles with riders and blocked the route in several places

Recent Developments

Within the changes, team owner Sylvan Adams will step back from his daily responsibilities and will no longer act on the squad's representation

This 66-year-old businessman has been closely linked with the Israeli government and has previously described himself as a "unofficial ambassador to Israel"

International Response

International professional cycling governing organization the UCI has declared it will persist to accept Israeli competitors at its competitions despite demands for sporting boycotts

Following UN commission findings that declared the nation has committed genocide against Palestinian people in Gaza - a claim that the government rejects - there have been growing calls for the country to be suspended from global soccer competition

Context of Conflict

Israeli military launched a operation in the Gaza Strip in reaction to the Hamas-organized assault on southern regions of the country on October 7th 2023, during which approximately 1,200 individuals were killed and 251 others were taken hostage

According to data from the region's Hamas-controlled health department, at least 67,139 individuals have been fatally injured in Israeli military actions in the territory since then

Perspective: Corporate Branding Considerations

The choice represents a significant acknowledgment by the team and its owner Sylvan Adams that the presence of Brand Israel is creating discomfort in places such as elite sport

Adams' involvement in Israeli politics is well known, although not officially assigned

This team started primarily thanks to the owner's enthusiasm for professional cycling, and belief that the activity can unite communities closer together in regions of the world distant from its continental traditional base

Despite several major cycling tour stage wins, the team has experienced the competition level challenging going at points at the elite tier, and cannot risk to lose sponsors such as Canadian pesticide experts Premier Tech

As a billionaire businessman, Adams recognizes that corporate image is paramount