🔗 Share this article

Throughout last month's Spanish cycling tour, the team faced several interruptions as Palestinian-supporting protesters organized actions regarding Israel's military campaign in the Gaza Strip

Squad officials characterized the recent period as "a particularly challenging period" but acknowledged "the necessity for transformation"

"Having steadfast commitment to our riders, team members, and important sponsors, the choice has been made to rebrand and re-brand the squad, shifting away from its current Israeli identity"

"Within sports, progress often requires compromise, and this measure is essential to ensuring the future of the team"

Squad History and Structure

Israel-Premier Tech squad, which includes five British riders among them multiple French cycling tour champion Chris Froome, is registered in Israel and controlled by Canadian-Israeli property tycoon Sylvan Adams

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

Recent Incidents and Demonstrations

During the three-week Vuelta, multiple protests and disruptions took place, mainly focusing on the participation of the Israel-Premier Tech

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

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

Recent Changes

Within the restructuring, team owner Sylvan Adams will step back from his daily role and will cease speak on the squad's representation

The sixty-six-year-old entrepreneur has been closely linked with Benjamin Netanyahu's government and has formerly referred to himself as a "self-appointed representative to Israel"

International Response

International cycling regulatory body the UCI has stated it will persist to accept Israeli competitors at its competitions despite calls for sporting sanctions

After UN investigation conclusions that declared the nation has performed genocide against Palestinian people in Gaza - a claim that Israel rejects - there have been growing calls for the country to be banned from global soccer tournaments

Background of Hostilities

The Israeli defense forces launched a campaign in the Gaza Strip in response to the Hamas-organized assault on southern the country on October 7th 2023, during which approximately 1,200 people were killed and 251 additional people were taken hostage

According to reports from the region's Hamas-controlled health ministry, at least 67,139 individuals have been killed in Israel's military actions in the territory since then

Analysis: Corporate Branding Factors

This decision represents a significant acknowledgment by the squad and its owner Sylvan Adams that the inclusion of Brand Israel is causing discomfort in places such as professional athletics

Adams' engagement in Israeli politics is well known, although not officially designated

This team started primarily thanks to Adams' passion for cycling, and conviction that the activity can bring communities more united in regions of the world away from its continental traditional base

Despite some major cycling tour leg wins, Israel-Premier Tech has experienced the competition level hard going at points at the top tier, and is unable to risk to lose sponsors such as Canada's agricultural chemical experts Premier Tech

Being a billionaire entrepreneur, Adams recognizes that business image is paramount