The Israel-Premier Tech cycling team has announced a major rebranding move that will see it change its name and distance itself from its current Israeli identity. The decision follows weeks of controversy and protests that surrounded the team’s participation in the Vuelta a España, one of cycling’s grand tours, which was cut short after repeated demonstrations by pro-Palestinian activists.
The team became the centre of intense political and sporting debate after refusing to withdraw from the race despite mounting pressure. Other World Tour cycling teams reportedly considered boycotting future events featuring Israel-Premier Tech, citing concerns over the lack of protection for their own commercial and sporting interests.
The protests during the Vuelta escalated following public endorsement from Israeli Prime Minister Benjamin Netanyahu, who praised the team for representing Israel “with pride.” The statement was met with anger from activists who saw the team’s presence as a symbol of Israel’s ongoing military operations in Gaza. Demonstrations disrupted multiple stages of the race, leading to cancellations and shortened routes. Similar, though smaller, protests had also occurred during the Giro d’Italia and Tour de France.
In a statement confirming the rebrand, the team said the move was necessary to “secure its future” and maintain its relationships with sponsors, staff, and riders. The team’s owner, billionaire entrepreneur Sylvan Adams, will step back from daily operations and refrain from public commentary on behalf of the team. He will instead focus on his other commitments, including his role as president of the World Jewish Congress in Israel.
Key sponsors had reportedly pressured for the change, demanding the team distance itself from its Israeli association. UK-based Factor Bikes and Canada’s Premier Tech both indicated that their continued support depended on a new name and brand image that removed references to Israel.
The rebrand, expected to be completed ahead of the 2026 season, marks a significant shift in the team’s direction. It reflects growing tensions at the intersection of sport and global politics, where sponsorships and public sentiment increasingly influence decisions traditionally made within the sporting sphere.
While some political figures criticised the disruption caused by protests, others praised the peaceful nature of the demonstrations, framing them as an expression of solidarity and social conscience within the sporting community.
