Cycling Squad Reveals Name Rebranding Starting in 2026 Racing Year

During the recent Spanish cycling tour, the team experienced multiple disruptions as pro-Palestinian protesters organized actions regarding Israel's war in Gaza

Team representatives described the past few months as "a particularly challenging period" but acknowledged "the necessity for transformation"

"With strong dedication to our riders, team members, and important sponsors, the decision has been made to rename and restructure the squad, moving away from its current Israeli identity"

"In sport, advancement often requires compromise, and this measure is crucial to ensuring the future of the organization"

Team History and Composition

The Israel-Premier Tech squad, which features several UK cyclists among them four-time French cycling tour winner Chris Froome, is registered in Israel and owned by Canadian-Israeli property billionaire Sylvan Adams

Originally established as the Cycling Academy in 2014, the organization has been supported by Canada-based corporation Premier Tech since 2022

Recent Incidents and Protests

Throughout the three-week Spanish tour, numerous protests and disruptions took place, mainly focusing on the involvement of the cycling team

Halfway during the race, the team stopped using their full name on their cycling uniforms

The final stage of the race around the Spanish capital was cancelled following Palestinian-supporting protests that caused altercations with cyclists and obstructed the course in multiple locations

Recent Developments

Within the restructuring, team proprietor Sylvan Adams will withdraw from his daily responsibilities and will no longer speak on the squad's representation

This 66-year-old businessman has been strongly linked with Benjamin Netanyahu's administration and has previously referred to himself as a "unofficial representative to Israel"

Global Response

International cycling regulatory organization the UCI has declared it will continue to accept Israeli athletes at its competitions despite calls for athletic sanctions

After United Nations investigation findings that stated the nation has performed mass killing against Palestinians in the territory - a allegation that Israel denies - there have been increasing calls for the nation to be banned from global football competition

Context of Conflict

Israeli defense forces launched a campaign in the Gaza Strip in reaction to the Hamas-organized assault on southern Israel on 7 October 2023, during which approximately 1,200 individuals were killed and 251 others were taken hostage

Based on data from the region's Hamas-controlled health department, at least 67,139 people have been killed in Israel's military actions in Gaza since that time

Perspective: Corporate Branding Factors

The decision represents a major acknowledgment by the squad and its owner Sylvan Adams that the presence of Israeli branding is causing discomfort in environments such as elite sport

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

This team started primarily thanks to the owner's passion for professional cycling, and conviction that the sport can bring societies more united in regions of the world distant from its European heartland

Regardless of several major cycling tour leg wins, Israel-Premier Tech has found the pace challenging going at points at the top tier, and cannot afford to jeopardize financial backers such as Canadian pesticide experts Premier Tech

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