🔗 Share this article

During last month's Vuelta a Espana, the team faced several interruptions as pro-Palestinian protesters staged actions regarding the Israeli war in Gaza

Squad representatives described the past few months as "a particularly challenging period" but acknowledged "the necessity for change"

"With strong commitment to our cyclists, team members, and valued sponsors, the decision has been made to rename and re-brand the squad, shifting departing from its current Israeli branding"

"In sport, advancement often demands compromise, and this step is crucial to securing the long-term viability of the organization"

Squad Background and Composition

Israel-Premier Tech squad, which includes five British cyclists including multiple French cycling tour winner Chris Froome, is Israeli-registered and owned by Israeli-Canadian real estate tycoon Sylvan Adams

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

Recent Events and Demonstrations

During the 21-day Vuelta, numerous protests and disruptions occurred, mainly targeting the involvement of the cycling team

Halfway through the competition, the team ceased using their full team name on their jerseys

The last leg of the tour around Madrid was called off following pro-Palestinian protests that caused altercations with cyclists and blocked the course in multiple locations

Recent Changes

Within the changes, squad owner Sylvan Adams will step back from his day-to-day role and will no longer act on the team's representation

The sixty-six-year-old entrepreneur has been strongly linked with the Israeli administration and has formerly described himself as a "unofficial representative to Israel"

Global Reaction

World cycling governing organization the UCI has stated it will persist to welcome Israel-based competitors at its events despite demands for sporting sanctions

Following United Nations investigation conclusions that declared Israel has performed mass killing against Palestinian people in the territory - a claim that Israel denies - there have been increasing demands for the country to be suspended from international football tournaments

Background of Hostilities

The Israeli defense forces launched a operation in Gaza in response to the Hamas-organized attack on southern Israel on October 7th 2023, during which approximately 1,200 individuals were killed and 251 others were taken hostage

According to data from the region's Hamas-controlled health ministry, at least 67,139 individuals have been killed in Israel's attacks in Gaza since that time

Perspective: Business Image Factors

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

Adams' involvement in Israel's political affairs is well known, though not formally designated

The squad began primarily due to Adams' passion for professional cycling, and conviction that the activity can unite societies closer united in regions of the world distant from its continental traditional base

Despite several Grand Tour leg wins, the team has experienced the pace challenging to maintain at points at the elite tier, and is unable to risk to lose financial backers such as Canada's agricultural chemical experts Premier Tech

As a billionaire entrepreneur, Adams understands that corporate brand reputation is paramount