🔗 Share this article

Throughout the recent Vuelta a Espana, the squad faced multiple interruptions as Palestinian-supporting protesters staged actions against the Israeli military campaign in the Gaza Strip

Team officials characterized the recent period as "an incredibly difficult time" but acknowledged "the necessity for transformation"

"Having strong dedication to our cyclists, team members, and important partners, the decision has been made to rename and re-brand the team, shifting departing from its current Israel-linked branding"

"Within sports, advancement often demands compromise, and this step is essential to ensuring the long-term viability of the team"

Squad Background and Structure

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

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

Recent Incidents and Demonstrations

During the three-week Spanish tour, numerous demonstrations and interruptions occurred, primarily targeting the participation of the cycling team

Midway through the race, the team ceased using their complete team name on their cycling uniforms

The last leg of the tour around the Spanish capital was cancelled following Palestinian-supporting demonstrations that resulted in altercations with riders and obstructed the course in multiple places

Recent Changes

Within the changes, squad owner Sylvan Adams will withdraw from his day-to-day responsibilities and will no longer act on the team's behalf

The 66-year-old businessman has been strongly associated with the Israeli government and has formerly described himself as a "self-appointed representative to Israel"

International Response

International professional cycling governing body the UCI has declared it will persist to welcome Israeli competitors at its events despite demands for athletic boycotts

Following United Nations commission findings that declared the nation has committed genocide against Palestinians in Gaza - a allegation that Israel rejects - there have been increasing calls for the nation to be suspended from global football tournaments

Background of Conflict

Israeli defense forces launched a campaign in the Gaza Strip in reaction to the Hamas-led attack on southern Israel on 7 October 2023, during which approximately 1,200 people were killed and 251 others were captured

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

Analysis: Business Image Factors

The decision represents a major admission by the squad and its proprietor Sylvan Adams that the presence of Brand Israel is causing discomfort in places such as elite athletics

The owner's engagement in Israeli political affairs is well known, though not formally assigned

The squad started primarily thanks to the owner's enthusiasm for professional cycling, and belief that the sport can unite societies more united in regions of the world distant from its continental heartland

Regardless of several Grand Tour leg wins, Israel-Premier Tech has found the pace challenging going at points at the elite tier, and cannot afford to lose financial backers such as Canadian agricultural chemical experts Premier Tech

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