🔗 Share this article

During the recent Spanish cycling tour, the squad faced several interruptions as Palestinian-supporting demonstrators staged actions against the Israeli military campaign in the Gaza Strip

Squad representatives characterized the recent period as "an incredibly challenging time" but recognized "the necessity for transformation"

"With strong commitment to our cyclists, staff, and important sponsors, the choice has been made to rename and re-brand the squad, moving away from its current Israeli branding"

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

Squad Background and Composition

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

Initially founded as the Cycling Academy in 2014, the team has been supported by Canadian company Premier Tech since 2022

Recent Events and Protests

During the three-week Vuelta, numerous demonstrations and disruptions took place, mainly focusing on the involvement of the cycling team

Midway during the competition, the squad stopped displaying their full name on their cycling uniforms

The final leg of the race around the Spanish capital was cancelled following pro-Palestinian demonstrations that resulted in altercations with cyclists and obstructed the course in multiple places

Recent Changes

Within the changes, team proprietor Sylvan Adams will step back from his daily role and will cease speak on the squad's representation

This sixty-six-year-old businessman has been strongly linked with the Israeli administration and has formerly described himself as a "unofficial representative to the nation"

Global Response

World cycling regulatory organization the UCI has stated it will continue to welcome Israel-based athletes at its events despite demands for athletic boycotts

After UN commission conclusions that declared Israel has committed genocide against Palestinian people in the territory - a allegation that the government denies - there have been increasing calls for the nation to be banned from international soccer competition

Background of Hostilities

The Israeli defense forces initiated a operation in the Gaza Strip in reaction to the Hamas-led attack on southern regions of the country on 7 October 2023, during which about 1,200 individuals were murdered and 251 others were captured

Based on reports from the region's Hamas-run health department, at least 67,139 people have been fatally injured in Israeli attacks in Gaza since that time

Perspective: Corporate Image Factors

The choice constitutes a significant admission by the squad and its proprietor Sylvan Adams that the inclusion of Brand Israel is causing discomfort in environments such as elite athletics

Adams' involvement in Israel's politics is widely recognized, though not officially designated

This squad started primarily thanks to the owner's passion for cycling, and belief that the sport can unite communities closer together in parts of the globe distant from its continental heartland

Regardless of some major cycling tour leg victories, Israel-Premier Tech has found the pace hard to maintain at times at the elite tier, and cannot risk to lose sponsors such as Canada's agricultural chemical specialists Premier Tech

Being a multi-billionaire businessman, Adams understands that corporate brand reputation is paramount