Premier Tech has stepped down as co-title sponsor of the Israel–Premier Tech cycling team following a season marred by protest, the company announced today.
Premier Tech previously demanded the team drop ‘Israel’ from its name and that it adopt a new identity and brand image in order for its sponsorship to continue.
“We are sensitive and attentive to the situation on the international scene, which has evolved considerably since our arrival on the World Tour in 2017,” Premier Tech said at the time.
But despite Israel–Premier Tech stating it would change its name and drop its affiliation with Israel in October, Premier Tech is ending its sponsorship with the team with immediate effect.
“Although we took notice of the team’s decision to change its name for the 2026 season, the core reason for Premier Tech to sponsor the team has been overshadowed to a point where it has become untenable for us to continue as a sponsor,” the Canadian multinational company said in a statement released today.
“First and foremost, we want to thank the team – riders and staff – for the four unforgettable seasons by their side, and to acknowledge their incredible accomplishments and professionalism, both on and off the road."
Premier Tech added: “We have been involved in cycling for 30 years, but above all, we are passionate about our industries, our markets, our clients, and our team members since 1923. They are at the very heart of our purpose and why Premier Tech exists. We want each of these stakeholders to feel enthusiastic and proud to be associated with Premier Tech, its brands, its products, and its services.
“Premier Tech’s ambition in cycling has always been to build bridges across all levels of the sport, paving the way for athletes and staff to achieve their full potential. Supporting the growth of the sport, alongside the development of Québec and Canadian cyclists, is at the heart of this commitment – and will remain so in the future."
Israel–Premier Tech was the target of protests throughout the 2025 cycling season. The Boycott, Divestment and Sanctions movement called for peaceful protests against the team’s participation at this year’s Grand Tours back in April.
Protests at the Vuelta a Espana against Israel–Premier Tech’s participation disrupted much of the race. Demonstrators labelled the team’s presence at the final Grand Tour of the year “sportswashing plain and simple”.
Alongside Premier Tech, Israel–Premier Tech’s bike supplier, Factor Bikes, also said it would end its partnership with the team if it did not change its name and affiliation with Israel.
While teams had to register officially with the UCI for the 2026 season by mid-October, the governing body’s list of teams for the upcoming season only included a placeholder for Israel–Premier Tech, and we are yet to find out the squad’s new name or branding.
