🔗 Share this article

Throughout the recent Vuelta a Espana, the team faced several disruptions as pro-Palestinian demonstrators staged protests regarding Israel's military campaign in Gaza

Squad officials described the past few months as "an incredibly difficult period" but acknowledged "the need for change"

"Having steadfast dedication to our cyclists, staff, and valued partners, the decision has been made to rename and restructure the team, moving away from its current Israel-linked branding"

"Within sports, advancement often requires sacrifice, and this step is crucial to ensuring the future of the team"

Squad Background and Structure

Israel-Premier Tech team, which features five UK riders including multiple Tour de France winner Chris Froome, is Israeli-registered and controlled by Israeli-Canadian real estate tycoon Sylvan Adams

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

Recent Incidents and Demonstrations

During the three-week Spanish tour, numerous protests and interruptions occurred, primarily focusing on the participation of the cycling team

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

The final leg of the race around Madrid was called off following pro-Palestinian protests that caused altercations with riders and obstructed the course in multiple places

Recent Changes

Within the changes, squad proprietor Sylvan Adams will withdraw from his daily responsibilities and will no longer speak on the team's behalf

This sixty-six-year-old entrepreneur has been strongly associated with the Israeli administration and has formerly described himself as a "self-appointed ambassador to the nation"

Global Reaction

World professional cycling governing organization the UCI has declared it will persist to accept Israel-based athletes at its events despite demands for sporting boycotts

After United Nations commission conclusions that declared Israel has committed genocide against Palestinian people in the territory - a claim that Israel denies - there have been increasing calls for the nation to be banned from international football competition

Background of Conflict

Israeli military launched a campaign in Gaza in reaction to the Hamas-organized assault on southern regions of Israel on 7 October 2023, during which approximately 1,200 individuals were killed and 251 additional people were taken hostage

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

Perspective: Business Branding Considerations

This choice constitutes a significant acknowledgment by the team and its owner Sylvan Adams that the inclusion of Brand Israel is creating unease in places such as professional sport

Adams' involvement in Israeli political affairs is widely recognized, though not formally designated

This squad started primarily due to Adams' enthusiasm for professional cycling, and belief that the activity can unite communities closer united in regions of the globe away from its European traditional base

Regardless of several major cycling tour leg wins, Israel-Premier Tech has experienced the competition level challenging going at times at the top level, and cannot afford to jeopardize sponsors such as Canadian agricultural chemical specialists Premier Tech

As a billionaire businessman, Adams understands that corporate brand reputation is everything