Israel-Premier Tech cycling team to rebrand after global protests
The Israel-Premier Tech cycling team has announced plans to rename and rebrand, following months of sustained protests and disruptions over its participation in international races.
In a statement, the team, owned by Canadian-Israeli billionaire Sylvan Adams, said it would “move away from its current Israeli identity” and confirmed that Adams would step back from his day-to-day role.
Israel PT has faced repeated demonstrations by pro-Palestinian activists, particularly during this year’s Vuelta a España, where protesters disrupted several stages.
Spanish officials even urged organizers to suspend the team amid escalating tensions, which forced route changes and partial stage neutralizations.
Although privately owned, Adams has long described himself as an unofficial ambassador for Israel, using sport as a platform to promote the country internationally, even as Israel continues its war in Gaza, widely condemned as genocidal by global human rights advocates.
During the Vuelta, Israel PT removed the word “Israel” from its jerseys in an effort to defuse tensions. Yet pressure from sponsors and race organizers has continued to build.
The team’s main backer, the Canadian multinational Premier Tech, has reportedly insisted on a complete rebrand excluding “Israel” from the team’s title.
In recent weeks, Italian organizers barred the team from the Giro dell’Emilia for “public security” reasons, with reports suggesting the exclusion could extend to the prestigious Giro di Lombardia race as well.
As the team prepares for the 2026 season, it says it will soon unveil a new name and identity, a move reflecting the growing difficulty of maintaining an Israeli brand in international sport amid the ongoing war in Gaza.
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