🔗 Share this article

Throughout last month's Spanish cycling tour, the squad faced multiple disruptions as Palestinian-supporting demonstrators organized actions regarding Israel's war in the Gaza Strip

Squad officials characterized the recent period as "an incredibly challenging time" but recognized "the necessity for change"

"Having strong commitment to our cyclists, team members, and important sponsors, the choice has been made to rename and restructure the team, shifting away from its current Israel-linked branding"

"In sport, advancement often demands compromise, and this measure is crucial to ensuring the future of the organization"

Squad History and Structure

Israel-Premier Tech squad, which features five UK riders among them multiple Tour de France champion Chris Froome, is registered in Israel and controlled by Israeli-Canadian property tycoon Sylvan Adams

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

Recent Incidents and Protests

During the 21-day Vuelta, numerous demonstrations and disruptions occurred, mainly focusing on the participation of the cycling team

Midway through the race, the squad ceased displaying their complete team name on their cycling uniforms

The final leg of the tour around Madrid was cancelled following pro-Palestinian protests that resulted in scuffles with cyclists and obstructed the course in multiple locations

Recent Changes

As part of the changes, team proprietor Sylvan Adams will withdraw from his day-to-day role and will cease act on the squad's representation

This 66-year-old businessman has been strongly linked with Benjamin Netanyahu's government and has formerly described himself as a "self-appointed representative to the nation"

Global Response

World cycling governing organization the UCI has declared it will persist to accept Israeli competitors at its events despite demands for athletic sanctions

After UN commission findings that declared Israel has committed genocide against Palestinian people in the territory - a allegation that Israel denies - there have been growing demands for the nation to be suspended from global soccer tournaments

Context of Conflict

Israeli defense forces initiated a operation in Gaza in reaction to the Hamas-led assault on southern Israel on October 7th 2023, during which about 1,200 people were killed and 251 additional people were captured

Based on reports from the territory's Hamas-run health department, at least 67,139 individuals have been killed in Israeli attacks in Gaza since then

Analysis: Business Image Considerations

This choice represents a major acknowledgment by the team and its proprietor Sylvan Adams that the presence of Brand Israel is creating unease in places such as elite sport

Adams' engagement in Israeli politics is well known, though not officially assigned

The squad began primarily due to the owner's passion for cycling, and belief that the activity can bring societies closer united in regions of the world distant from its European heartland

Regardless of several Grand Tour stage wins, the team has experienced the pace challenging to maintain at times at the elite level, and cannot afford to lose financial backers such as Canada's agricultural chemical experts Premier Tech

As a multi-billionaire businessman, Adams recognizes that corporate image is paramount