🔗 Share this article

Throughout the recent Spanish cycling tour, the squad experienced several interruptions as Palestinian-supporting demonstrators organized actions against Israel's war in the Gaza Strip

Squad representatives described the past few months as "a particularly difficult time" but recognized "the need for change"

"With strong dedication to our cyclists, staff, and important partners, the decision has been made to rebrand and restructure the squad, moving departing from its present Israeli branding"

"Within sports, advancement often requires compromise, and this measure is crucial to securing the long-term viability of the team"

Team Background and Structure

Israel-Premier Tech squad, which features five British riders including multiple Tour de France winner Chris Froome, is Israeli-registered and controlled by Canadian-Israeli real estate billionaire Sylvan Adams

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

Recent Incidents and Protests

Throughout the 21-day Vuelta, multiple protests and interruptions took place, mainly focusing on the participation of the cycling team

Midway through the competition, the squad ceased using their complete name on their jerseys

The final leg of the race around the Spanish capital was cancelled following Palestinian-supporting demonstrations that resulted in scuffles with riders and obstructed the course in several locations

Recent Developments

As part of the restructuring, squad owner Sylvan Adams will step back from his day-to-day role and will no longer act on the team's behalf

This sixty-six-year-old entrepreneur has been strongly associated with Benjamin Netanyahu's administration and has formerly described himself as a "self-appointed ambassador to the nation"

Global Reaction

International cycling governing body the UCI has declared it will persist to accept Israeli competitors at its competitions despite calls for sporting boycotts

After UN investigation findings that declared the nation has committed mass killing against Palestinians in the territory - a claim that Israel denies - there have been growing demands for the nation to be suspended from international soccer competition

Context of Hostilities

The Israeli defense forces launched a campaign in the Gaza Strip in reaction to the Hamas-led attack on southern Israel on 7 October 2023, during which about 1,200 individuals were murdered and 251 additional people were captured

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

Analysis: Corporate Image Considerations

This choice constitutes a significant admission by the squad and its owner Sylvan Adams that the presence of Brand Israel is creating unease in places such as elite athletics

The owner's involvement in Israeli politics is widely recognized, although not formally designated

The team began largely due to the owner's passion for professional cycling, and belief that the activity can unite societies closer united in parts of the world distant from its continental heartland

Despite several Grand Tour stage wins, the team has found the competition level hard going at points at the top level, and cannot risk to lose financial backers such as Canada's agricultural chemical specialists Premier Tech

As a billionaire entrepreneur, Adams understands that business image is paramount