🔗 Share this article

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

Squad representatives characterized the past few months as "an incredibly difficult time" but acknowledged "the necessity for change"

"Having steadfast commitment to our riders, staff, and valued sponsors, the choice has been made to rebrand and re-brand the squad, moving departing from its current Israel-linked identity"

"Within sports, progress often requires compromise, and this measure is essential to ensuring the long-term viability of the organization"

Team History and Composition

The Israel-Premier Tech team, which includes five British cyclists among them multiple Tour de France champion Chris Froome, is Israeli-registered and owned by Canadian-Israeli real estate billionaire Sylvan Adams

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

Recent Events and Protests

Throughout the 21-day Vuelta, multiple demonstrations and interruptions occurred, mainly focusing on the participation of the cycling team

Midway through the race, the team stopped using their complete name on their jerseys

The last leg of the tour around the Spanish capital was cancelled following pro-Palestinian protests that caused altercations with riders and blocked the course in multiple places

Recent Changes

As part of the restructuring, 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 the Israeli government and has previously referred to himself as a "self-appointed representative to the nation"

International Reaction

International professional cycling governing organization the UCI has stated it will continue to welcome Israeli athletes at its competitions despite demands for sporting boycotts

Following UN investigation findings that declared Israel has performed mass killing against Palestinian people in the territory - a allegation that Israel rejects - there have been growing demands for the nation to be banned from international soccer tournaments

Context of Conflict

Israeli military initiated a operation in the Gaza Strip in response to the Hamas-led assault on southern the country on 7 October 2023, during which approximately 1,200 individuals were murdered and 251 additional people were captured

Based on data from the region's Hamas-controlled health department, at least 67,139 individuals have been killed in Israeli attacks in Gaza since that time

Analysis: Business Branding Factors

This choice constitutes a major admission by the squad and its proprietor Sylvan Adams that the inclusion of Brand Israel is creating unease in places such as professional athletics

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

The squad started primarily thanks to the owner's enthusiasm for professional cycling, and belief that the sport can bring societies more united in parts of the world distant from its European heartland

Despite some Grand Tour leg victories, the team has experienced the competition level hard going at times at the top tier, and cannot afford to jeopardize financial backers such as Canada's pesticide specialists Premier Tech

Being a billionaire businessman, Adams recognizes that corporate image is paramount