🔗 Share this article

Throughout the recent Spanish cycling tour, the squad experienced several disruptions as Palestinian-supporting protesters staged protests against the Israeli war in Gaza

Squad officials characterized the past few months as "a particularly challenging period" but acknowledged "the necessity for change"

"With strong commitment to our riders, staff, and valued sponsors, the choice has been made to rename and re-brand the team, shifting departing from its present Israel-linked branding"

"Within sports, advancement often requires sacrifice, and this step is essential to ensuring the future of the team"

Team History and Composition

Israel-Premier Tech squad, which includes five UK riders including multiple French cycling tour winner Chris Froome, is Israeli-registered and controlled by Israeli-Canadian property billionaire Sylvan Adams

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

Recent Incidents and Protests

During the 21-day Vuelta, multiple demonstrations and disruptions occurred, primarily targeting the participation of the cycling team

Midway through the competition, the squad stopped displaying their full name on their cycling uniforms

The final leg of the race around Madrid was cancelled following pro-Palestinian demonstrations that caused scuffles with riders and obstructed the course in several places

Recent Developments

As part of the restructuring, squad proprietor Sylvan Adams will step back from his day-to-day responsibilities and will no longer speak on the squad's behalf

This 66-year-old entrepreneur has been closely associated with the Israeli administration and has formerly described himself as a "unofficial representative to Israel"

Global Reaction

International cycling regulatory body the UCI has declared it will continue to accept Israeli competitors at its competitions despite demands for athletic boycotts

After United Nations commission conclusions that stated Israel has performed genocide against Palestinian people in Gaza - a allegation that Israel denies - there have been growing calls for the country to be suspended from international football tournaments

Context of Conflict

The Israeli military initiated a operation in Gaza in response to the Hamas-led assault on southern Israel on October 7th 2023, during which approximately 1,200 individuals were murdered and 251 additional people were captured

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

Analysis: Business Branding Factors

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

The owner's engagement in Israeli political affairs is well known, though not officially designated

The squad began primarily thanks to the owner's enthusiasm for professional cycling, and conviction that the sport can bring societies more united in parts of the globe distant from its European traditional base

Despite some Grand Tour leg victories, Israel-Premier Tech has found the pace challenging going at points at the elite level, and is unable to afford to lose financial backers such as Canada's agricultural chemical experts Premier Tech

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