🔗 Share this article

Throughout last month's Spanish cycling tour, the team faced multiple interruptions as Palestinian-supporting demonstrators staged protests against the Israeli war in the Gaza Strip

Squad officials described the recent period as "a particularly challenging period" but recognized "the need for transformation"

"With steadfast commitment to our riders, staff, and valued partners, the choice has been made to rebrand and restructure the team, shifting away from its present Israel-linked branding"

"In sport, progress often demands compromise, and this step is essential to ensuring the future of the organization"

Squad Background and Composition

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

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

Recent Events and Protests

Throughout the 21-day Vuelta, numerous demonstrations and interruptions occurred, mainly focusing on the involvement of the Israel-Premier Tech

Halfway through the race, the team ceased displaying their full name on their cycling uniforms

The last leg 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 changes, team owner Sylvan Adams will step back from his day-to-day role and will cease act on the team's representation

The sixty-six-year-old entrepreneur has been closely associated with the Israeli administration and has formerly described himself as a "unofficial representative to the nation"

International Reaction

International cycling regulatory organization the UCI has stated it will continue to welcome Israeli competitors at its competitions despite calls for sporting boycotts

After United Nations commission conclusions that declared Israel has committed mass killing against Palestinian people in the territory - a allegation that Israel denies - there have been growing calls for the nation to be suspended from global soccer tournaments

Context of Hostilities

Israeli defense forces initiated a campaign in the Gaza Strip in response to the Hamas-led attack on southern regions of the country on 7 October 2023, during which approximately 1,200 individuals were killed and 251 additional people were captured

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

Perspective: Corporate Branding Factors

This decision constitutes a major acknowledgment by the squad and its owner Sylvan Adams that the inclusion of Israeli branding is creating unease in environments such as elite sport

Adams' involvement in Israeli political affairs is widely recognized, though not officially assigned

This team began primarily due to the owner's enthusiasm for cycling, and belief that the sport can bring societies more together in parts of the world away from its continental heartland

Despite some major cycling tour leg wins, the team has experienced the competition level hard going at points at the elite level, and cannot risk to lose financial backers such as Canadian agricultural chemical experts Premier Tech

Being a billionaire businessman, Adams recognizes that business image is everything