🔗 Share this article

Throughout last month's Vuelta a Espana, the squad faced multiple interruptions as pro-Palestinian demonstrators staged actions regarding the Israeli war in the Gaza Strip

Squad officials described the past few months as "an incredibly challenging time" but recognized "the necessity for change"

"Having steadfast dedication to our riders, staff, and important partners, the choice has been made to rebrand and re-brand the team, shifting away from its current Israeli branding"

"In sport, advancement often requires sacrifice, and this measure is crucial to securing the future of the team"

Squad Background and Composition

The Israel-Premier Tech squad, which features five British cyclists including multiple Tour de France champion Chris Froome, is registered in Israel and owned by Canadian-Israeli property tycoon Sylvan Adams

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

Recent Events and Demonstrations

Throughout the 21-day Spanish tour, multiple demonstrations and interruptions occurred, primarily targeting the participation of the cycling team

Midway during the competition, the squad stopped displaying their full name on their jerseys

The final stage of the tour around Madrid was cancelled following pro-Palestinian protests that resulted in altercations with cyclists and blocked the route in several locations

Recent Changes

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

This 66-year-old entrepreneur has been strongly associated with the Israeli administration and has previously described himself as a "self-appointed representative to Israel"

Global Response

World cycling governing organization the UCI has stated it will continue to welcome Israeli competitors at its events despite demands for athletic sanctions

Following UN investigation findings that declared Israel has committed genocide against Palestinian people in Gaza - a claim that Israel denies - there have been increasing calls for the country to be banned from global soccer tournaments

Background of Hostilities

Israeli military initiated a campaign in the Gaza Strip in reaction to the Hamas-led assault on southern regions of Israel on October 7th 2023, during which approximately 1,200 people were killed and 251 others were captured

According to data from the region's Hamas-run health department, at least 67,139 people have been killed in Israeli military actions in Gaza since that time

Analysis: Corporate Branding Considerations

The choice constitutes a significant admission by the team and its proprietor Sylvan Adams that the presence of Israeli branding is creating discomfort in places such as professional sport

Adams' involvement in Israel's politics is widely recognized, though not formally designated

This squad began largely thanks to Adams' enthusiasm for professional cycling, and belief that the sport can unite societies more together in parts of the world away from its European traditional base

Regardless of several major cycling tour leg victories, the team has found the pace challenging to maintain at times at the top level, and is unable to risk to jeopardize financial backers such as Canadian pesticide specialists Premier Tech

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