🔗 Share this article

During the recent Vuelta a Espana, the team experienced multiple disruptions as pro-Palestinian protesters organized protests regarding the Israeli war in Gaza

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

"Having strong dedication to our riders, team members, and valued partners, the choice has been made to rename and re-brand the squad, moving away from its present Israel-linked identity"

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

Squad Background and Structure

Israel-Premier Tech team, which features several British cyclists including multiple Tour de France winner Chris Froome, is Israeli-registered and owned by Israeli-Canadian real estate tycoon Sylvan Adams

Originally founded as Israel Cycling Academy in 2014, the team has been sponsored by Canadian company Premier Tech since 2022

Recent Events and Protests

Throughout the 21-day Vuelta, multiple demonstrations and disruptions took place, mainly targeting the participation of the cycling team

Midway through the competition, the team ceased using their full team name on their cycling uniforms

The final leg of the tour around the Spanish capital was cancelled following pro-Palestinian demonstrations that caused scuffles with riders and blocked the course in several locations

Recent Changes

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

This sixty-six-year-old entrepreneur has been closely linked with Benjamin Netanyahu's government and has formerly referred to himself as a "unofficial ambassador to Israel"

Global Response

International professional cycling regulatory organization the UCI has declared it will persist to accept Israel-based athletes at its events despite demands for athletic sanctions

After UN commission findings that stated Israel has committed mass killing against Palestinians in the territory - a allegation that the government rejects - there have been increasing demands for the nation to be suspended from international soccer tournaments

Background of Hostilities

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

Based on data from the region's Hamas-controlled health department, at least 67,139 people have been killed in Israel's military actions in Gaza since that time

Perspective: Business Branding Considerations

The choice constitutes a significant acknowledgment by the squad and its owner Sylvan Adams that the inclusion of Israeli branding is causing unease in environments such as professional sport

Adams' engagement in Israel's politics is well known, although not formally designated

This team started primarily thanks to the owner's enthusiasm for cycling, and belief that the activity can bring communities more together in regions of the globe away from its continental traditional base

Regardless of several major cycling tour stage wins, the team has found the competition level hard to maintain at points at the top level, and cannot afford to jeopardize sponsors such as Canadian agricultural chemical specialists Premier Tech

As a multi-billionaire entrepreneur, Adams recognizes that corporate brand reputation is everything