Title sponsor Premier Tech demands full break with Israel
The tension around Israel-Premier Tech is growing. Title sponsor Premier Tech has asked the team to remove “Israel” from its name and adopt a new identity and branding, making this a condition to remain involved with the project. The demand follows weeks of pro-Palestinian protests at the Vuelta a España and the Canadian WorldTour events, demonstrations sparked by the ongoing war in Gaza.
The team, owned by Israeli-Canadian billionaire Sylvan Adams, has strong Canadian ties through riders such as Hugo Houle, and Michael Woods.
But Premier Tech, a multinational based in Quebec, argues that the current identity has become unsustainable. “The situation on the international stage has changed considerably since our arrival in the WorldTour in 2017,” the company said in a statement carried by Radio-Canada. “The current team name is no longer viable for achieving our goals, the very reason for our involvement in cycling.”
Premier Tech has been involved in the sport for more than three decades, with a stated commitment to developing Quebec and Canadian riders. That history, however, now collides with the political reality. The sponsor added that its expectation is for the team to evolve towards a new name that excludes the term Israel, a new identity, and a new image for the team. The company made this a requirement to remain associated with Israel-Premier Tech.
Premier Tech’s statement has intensified the pressure on the team. Earlier this week, Cyclingnews reported that bike supplier Factor had warned Adams its sponsorship would become untenable without a change.
Race organisers in Spain have also taken action. O Gran Camiño, held in Galicia, confirmed that Israel-Premier Tech will not be invited in 2026, the first race to exclude the team.
In the Canary Islands, Antonio Morales, president of the Gran Canaria council, warned that the Vuelta would not be welcome if IPT were on the start list. And in Barcelona, set to host the 2026 Tour de France Grand Départ, sports councillor David Escudé called for teams competing under the Israeli flag to be barred, just as was done with Russia.
For safety reasons, Israel-Premier Tech already removed “Israel” from its jerseys during the Vuelta a España, a decision also applied at the Grand Prix of Québec and Montréal.
Asked about a possible name change for next season, Israel-Premier Tech responded to Radio Canada that “The team is in the planning phase for its 2026 branding and will communicate any potential changes in due course.”
