🔗 Share this article

Throughout last month's Vuelta a Espana, the team experienced multiple disruptions as pro-Palestinian demonstrators organized actions regarding Israel's war in the Gaza Strip

Squad representatives described the recent period as "an incredibly difficult period" but acknowledged "the need for transformation"

"With strong dedication to our riders, staff, and valued partners, the decision has been made to rename and re-brand the squad, shifting away from its current Israeli branding"

"In sport, progress often demands sacrifice, and this measure is essential to ensuring the future of the organization"

Team History and Composition

The Israel-Premier Tech squad, which includes several UK riders among them four-time French cycling tour champion Chris Froome, is Israeli-registered and owned by Canadian-Israeli real estate billionaire Sylvan Adams

Initially founded as the Cycling Academy in 2014, the organization has been sponsored by Canadian company Premier Tech since 2022

Recent Incidents and Demonstrations

Throughout the 21-day Vuelta, multiple protests and interruptions took place, mainly focusing on the involvement of the Israel-Premier Tech

Midway during the competition, the squad ceased using their full name on their jerseys

The final leg of the tour around Madrid was called off following Palestinian-supporting protests that caused altercations with cyclists and blocked the route in multiple places

Recent Developments

As part of the changes, squad proprietor Sylvan Adams will step back from his daily responsibilities and will no longer speak on the squad's representation

This sixty-six-year-old businessman has been closely linked with the Israeli government and has previously referred to himself as a "unofficial ambassador to the nation"

Global Response

World professional cycling governing body the UCI has declared it will persist to welcome Israel-based competitors at its events despite calls for sporting boycotts

Following United Nations commission findings that stated the nation has performed genocide against Palestinians in Gaza - a claim that Israel denies - there have been increasing calls for the country to be banned from international football tournaments

Background of Hostilities

The Israeli defense forces initiated a campaign in the Gaza Strip in reaction to the Hamas-organized attack on southern regions of the country on 7 October 2023, during which approximately 1,200 people were murdered and 251 additional people were taken hostage

According to reports from the region's Hamas-run health ministry, at least 67,139 people have been fatally injured in Israeli attacks in the territory since then

Perspective: Corporate Branding Factors

This decision represents a significant admission by the team and its owner Sylvan Adams that the inclusion of Brand Israel is creating discomfort in environments such as professional athletics

The owner's involvement in Israeli political affairs is well known, though not formally designated

This team started primarily thanks to Adams' passion for cycling, and conviction that the sport can bring communities closer united in parts of the world distant from its continental traditional base

Regardless of several Grand Tour leg wins, Israel-Premier Tech has found the competition level hard to maintain at points at the elite level, and cannot afford to lose financial backers such as Canadian agricultural chemical experts Premier Tech

As a multi-billionaire entrepreneur, Adams understands that corporate image is paramount