🔗 Share this article

Throughout last month's Spanish cycling tour, the squad experienced multiple disruptions as pro-Palestinian protesters staged protests against Israel's war in the Gaza Strip

Squad representatives described the recent period as "a particularly difficult period" but recognized "the need for transformation"

"With strong dedication to our riders, team members, and valued partners, the decision has been made to rename and re-brand the team, moving departing from its present Israel-linked identity"

"Within sports, advancement often demands compromise, and this measure is crucial to securing the long-term viability of the organization"

Squad Background and Composition

Israel-Premier Tech team, which features five UK cyclists among them multiple French cycling tour champion Chris Froome, is registered in Israel and controlled by Canadian-Israeli real estate tycoon Sylvan Adams

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

Recent Events and Demonstrations

During the three-week Spanish tour, multiple demonstrations and interruptions occurred, primarily targeting the involvement of the Israel-Premier Tech

Halfway through the competition, the team stopped using their complete name on their cycling uniforms

The last stage of the race around the Spanish capital was called off following Palestinian-supporting protests that caused altercations with cyclists and obstructed the course in multiple places

Recent Developments

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

The 66-year-old businessman has been strongly linked with Benjamin Netanyahu's government and has previously described himself as a "self-appointed ambassador to the nation"

Global Response

International professional cycling regulatory body the UCI has declared it will persist to accept Israeli athletes at its events despite calls for athletic boycotts

After United Nations investigation conclusions that stated Israel has committed genocide against Palestinian people in Gaza - a claim that the government rejects - there have been increasing calls for the nation to be suspended from international football competition

Background of Conflict

Israeli defense forces initiated a campaign in Gaza in reaction to the Hamas-organized attack on southern regions of Israel on 7 October 2023, during which approximately 1,200 individuals were murdered and 251 additional people were captured

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

Perspective: Corporate Branding Considerations

The decision represents a major admission by the squad and its proprietor Sylvan Adams that the presence of Israeli branding is causing unease in environments such as professional athletics

The owner's engagement in Israel's political affairs is well known, although not formally designated

The team began primarily due to Adams' enthusiasm for cycling, and conviction that the activity can unite communities closer united in parts of the globe distant from its continental heartland

Despite several major cycling tour stage wins, Israel-Premier Tech has found the pace challenging going at points at the elite tier, and cannot risk to lose sponsors such as Canada's agricultural chemical experts Premier Tech

As a billionaire businessman, Adams recognizes that business brand reputation is paramount