Israel Premier Tech Cycling Team to Rebrand Amid Protests

The Israel Premier Tech cycling team announced plans to rename and rebrand itself as part of a strategy to distance itself from its current “Israeli identity.” This decision comes in response to ongoing protests against the team’s participation in cycling events. The team, owned by Canadian-Israeli billionaire Sylvan Adams, stated that he would also “step back” from day-to-day operations.

In recent months, the team has faced significant disruption, particularly during the Vuelta a Espana, where pro-Palestinian demonstrators have targeted the team, leading to interruptions in several stages of the race. In a statement released on Monday, the team expressed its intent to create a new identity ahead of the 2026 season, highlighting a shift in focus for Adams, who will no longer represent the team publicly and will concentrate on his role as President of the World Jewish Congress.

The protests have drawn attention not only from cycling fans but also from the Spanish government, which has criticized Israel’s actions in Gaza. Officials urged event organizers to remove Israel Premier Tech from the race to restore order, as demonstrators caused chaos that forced some stages to be shortened or neutralized. The protests even led to accidents involving riders during the three-week event.

Although the team operates as a private entity rather than a state-sponsored group, Adams has positioned himself as a supporter of Israeli interests, particularly amidst the ongoing conflict with the militant group Hamas in Gaza. To mitigate tensions, the team temporarily removed the name “Israel” from its jerseys during the Vuelta, hoping to reduce visibility and avoid being targeted by demonstrators.

Despite these efforts, pressure has intensified on the team to find a viable solution to continue competing safely. Premier Tech, the team’s primary sponsor, has publicly called for a name change, suggesting that the team should adopt a new identity that excludes the term “Israel.” In line with these developments, the organizers of the recent Giro dell’Emilia excluded Israel Premier Tech from participation due to “public security” concerns. There are also rumors suggesting that the team may face exclusion from the prestigious Giro di Lombardia race scheduled for this weekend in Italy.

As the situation evolves, the cycling community and fans alike will be watching closely to see how Israel Premier Tech navigates these challenges and what its new identity will entail. The team’s rebranding effort marks a significant shift in its approach, aiming to foster a more inclusive environment in the face of rising tensions surrounding its representation in competitive cycling.