🔗 Share this article

Throughout the recent Spanish cycling tour, the team faced several disruptions as pro-Palestinian demonstrators staged protests regarding the Israeli military campaign in Gaza

Squad representatives described the recent period as "a particularly difficult period" but recognized "the need for transformation"

"Having steadfast commitment to our riders, staff, and valued partners, the decision has been made to rename and restructure the team, shifting away from its present Israeli branding"

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

Squad Background and Structure

Israel-Premier Tech squad, which includes several UK riders among them multiple French cycling tour winner Chris Froome, is registered in Israel and owned by Israeli-Canadian property tycoon Sylvan Adams

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

Recent Events and Demonstrations

During the three-week 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 cycling uniforms

The final leg of the race around the Spanish capital was cancelled following Palestinian-supporting protests that resulted in altercations with cyclists and blocked the route in multiple locations

Recent Developments

Within the restructuring, team owner Sylvan Adams will step back from his daily role and will cease speak on the team's behalf

This sixty-six-year-old entrepreneur has been strongly linked with the Israeli government and has formerly referred to himself as a "unofficial representative to the nation"

Global Response

World professional cycling governing body the UCI has stated it will persist to welcome Israeli competitors at its competitions despite demands for sporting boycotts

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

Context of Conflict

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

Based on reports from the region's Hamas-run health ministry, at least 67,139 individuals have been killed in Israel's military actions in the territory since that time

Analysis: Corporate Image Considerations

This choice constitutes a major acknowledgment by the squad and its owner Sylvan Adams that the presence of Brand Israel is creating discomfort in environments such as elite sport

The owner's involvement in Israel's political affairs is widely recognized, although not officially designated

The squad started largely thanks to Adams' enthusiasm for professional cycling, and belief that the sport can bring communities more united in parts of the world distant from its European traditional base

Regardless of several Grand Tour leg victories, the team has found the competition level challenging to maintain at times at the top level, and is unable to risk to jeopardize financial backers such as Canadian agricultural chemical specialists Premier Tech

Being a multi-billionaire businessman, Adams understands that business brand reputation is everything