🔗 Share this article

During the recent Spanish cycling tour, the team experienced several interruptions as pro-Palestinian demonstrators organized protests regarding the Israeli war in the Gaza Strip

Squad representatives characterized the past few months as "an incredibly difficult time" but recognized "the necessity for transformation"

"Having steadfast dedication to our riders, team members, and valued partners, the decision has been made to rebrand and re-brand the team, moving away from its present Israeli branding"

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

Squad History and Composition

Israel-Premier Tech team, which includes several UK riders among them four-time French cycling tour champion Chris Froome, is registered in Israel and controlled by Canadian-Israeli property tycoon Sylvan Adams

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

Recent Events and Protests

During the three-week Spanish tour, numerous demonstrations and interruptions took place, mainly targeting the involvement of the Israel-Premier Tech

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

The last leg of the race around Madrid was called off following Palestinian-supporting protests that resulted in altercations with riders and blocked the course in several places

Recent Changes

Within the restructuring, squad owner Sylvan Adams will withdraw from his day-to-day responsibilities and will cease speak on the squad's behalf

The 66-year-old businessman has been strongly associated with Benjamin Netanyahu's administration and has formerly described himself as a "unofficial ambassador to the nation"

International Response

International professional cycling regulatory organization the UCI has declared it will continue to welcome Israel-based competitors at its competitions despite calls for sporting sanctions

Following United Nations investigation findings that declared Israel has performed genocide against Palestinian people in the territory - a allegation that the government denies - there have been increasing calls for the nation to be suspended from international football competition

Context of Conflict

Israeli defense forces initiated a campaign in Gaza in response to the Hamas-organized attack on southern regions of the country on 7 October 2023, during which about 1,200 individuals were murdered and 251 additional people were taken hostage

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

Analysis: Corporate Branding Factors

The choice constitutes a major acknowledgment by the team and its proprietor Sylvan Adams that the inclusion of Israeli branding is causing unease in environments such as elite athletics

The owner's involvement in Israeli political affairs is well known, although not formally assigned

The team began primarily thanks to Adams' enthusiasm for cycling, and belief that the activity can unite communities closer together in parts of the globe distant from its continental traditional base

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

Being a multi-billionaire businessman, Adams understands that corporate image is everything