🔗 Share this article

Throughout the recent Spanish cycling tour, the squad faced several interruptions as pro-Palestinian demonstrators staged actions against the Israeli military campaign in the Gaza Strip

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

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

"In sport, advancement often requires sacrifice, and this step is essential to ensuring the future of the organization"

Team Background and Structure

Israel-Premier Tech team, which includes several British riders including four-time French cycling tour winner Chris Froome, is registered in Israel and controlled by Israeli-Canadian property tycoon Sylvan Adams

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

Recent Incidents and Demonstrations

Throughout the three-week Vuelta, multiple protests and disruptions took place, primarily targeting the participation of the cycling team

Midway through the competition, 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 resulted in scuffles with riders and blocked the route in multiple places

Recent Developments

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

The 66-year-old businessman has been closely associated with the Israeli government and has formerly described himself as a "self-appointed ambassador to the nation"

International Response

World cycling regulatory body the UCI has declared it will continue to welcome Israeli athletes at its events despite demands for athletic sanctions

After United Nations commission findings that declared the nation has performed mass killing against Palestinians in Gaza - a allegation that the government denies - there have been growing calls for the country to be banned from global soccer competition

Context of Hostilities

The Israeli military launched a campaign in the Gaza Strip in response to the Hamas-organized attack on southern the country on 7 October 2023, during which about 1,200 individuals were killed and 251 others were captured

Based on data from the territory's Hamas-controlled health department, at least 67,139 individuals have been killed in Israel's attacks in the territory since then

Perspective: Business Image Factors

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

Adams' involvement in Israeli politics is widely recognized, although not officially designated

The squad started primarily due to Adams' passion for cycling, and belief that the sport can bring societies closer united in regions of the globe away from its European traditional base

Regardless of several major cycling tour stage wins, Israel-Premier Tech has experienced the pace hard going at points at the elite level, and is unable to afford to lose financial backers such as Canadian agricultural chemical experts Premier Tech

Being a billionaire businessman, Adams understands that business brand reputation is everything