Cycling Squad Reveals Identity Rebranding for 2026 Season

Throughout last month's Spanish cycling tour, the squad experienced several interruptions as Palestinian-supporting demonstrators organized actions against the Israeli war in Gaza

Team representatives characterized the past few months as "a particularly challenging period" but recognized "the need for change"

"With steadfast dedication to our cyclists, team members, and important partners, the choice has been made to rebrand and re-brand the team, moving departing from its present Israel-linked branding"

"In sport, advancement often demands sacrifice, and this step is essential to ensuring the long-term viability of the team"

Team Background and Composition

Israel-Premier Tech team, which features several British riders among them four-time French cycling tour winner Chris Froome, is Israeli-registered and owned by Israeli-Canadian real estate tycoon Sylvan Adams

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

Recent Incidents and Demonstrations

Throughout the 21-day Spanish tour, multiple protests and disruptions took place, mainly targeting the participation of the cycling team

Midway through the race, the team ceased displaying their full name on their jerseys

The last leg of the tour around the Spanish capital was cancelled following Palestinian-supporting protests that resulted in altercations with riders and obstructed the route in several locations

Recent Developments

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

The sixty-six-year-old entrepreneur has been closely associated with the Israeli government and has previously described himself as a "self-appointed ambassador to Israel"

International Reaction

World professional cycling governing body the UCI has declared it will persist to accept Israeli competitors at its competitions despite calls for sporting boycotts

Following United Nations investigation findings that declared the nation has performed mass killing against Palestinians in Gaza - a claim that Israel rejects - there have been growing calls for the nation to be suspended from international football competition

Background of Hostilities

The Israeli military initiated a campaign in Gaza in reaction to the Hamas-organized attack on southern Israel on 7 October 2023, during which about 1,200 individuals were killed and 251 additional people were taken hostage

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

Analysis: Business Image Factors

The decision constitutes a major admission by the squad and its owner Sylvan Adams that the presence of Brand Israel is creating discomfort in places such as professional athletics

Adams' engagement in Israeli political affairs is widely recognized, although not officially designated

The squad began largely due to Adams' passion for professional cycling, and belief that the activity can unite societies more together in regions of the world distant from its European traditional base

Despite some major cycling tour leg victories, the team has experienced the competition level challenging going at times at the top tier, and cannot risk to jeopardize sponsors such as Canada's agricultural chemical specialists Premier Tech

Being a multi-billionaire entrepreneur, Adams recognizes that corporate image is paramount