Israel–Premier Tech’s main sponsor, Premier Tech, has demanded publicly that the team drops 'Israel' from its name and adopts a new identity and brand image.
In a press release published yesterday, the Canadian multinational company said: “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 has been involved in cycling for more than 30 years and said it “always placed the development of the sport and Quebec and Canadian cyclists at the heart of its involvement”.
Israel–Premier Tech has supported Canadian cyclists since its inception, including Michael Woods and Derek Gee, who recently terminated his contract with the team.
“However, the current situation regarding the team name is no longer sustainable to achieve our goal, which is the very reason for our involvement in cycling,” the press release said.
On Monday, Cyclingnews revealed that Factor Bikes had informed the team’s co-founder, Sylvan Adams, that its sponsorship of the team was “untenable” unless it changed its name and nationality.
“I've already told the team: Without a name change, without a flag change, we won't continue,” said Factor Bikes founder Rob Gitelis.
“It's not a matter of right or wrong anymore. It's become too controversial around our brand, and my responsibility is to my employees and my shareholders, to give them maximum space with which to grow this company and make it profitable,” Gitelis explained.
Israel–Premier Tech told BikeRadar: “The team is currently in the planning phase for 2026 team branding and will communicate any potential changes in due course.”
The pressure on Israel–Premier Tech to change its name follows protests at the Vuelta a España against the participation of Israel–Premier Tech, due to its claimed sportswashing of the state of Israel.
However, Jean Christophe Rattel, the founder of Ekoi, which supplies cycling clothing, sunglasses and helmets to Israel–Premier Tech, told BikeRadar that the company remains committed to the team.
“At Ekoi, we are driven by passion for the teams we sponsor. Abandoning them in such a moment would feel like an act of cowardice,” said Rattel.
Rattel explained that when Israel–Premier Tech changed kits at La Vuelta to remove 'Israel' due to safety concerns, Ekoi produced the new jerseys in three days “to show our support for the team during this difficult context”.
Rattel explained that cycling is facing tough times, with the Arkéa B&B–Hotel team, which also uses Ekoi equipment, losing its sponsors at the end of this season.
“In this environment, both Ekoi and myself remain committed and stand in solidarity with the teams and people who count on us,” said Rattel.
“This is an international team, with riders from many different countries, led by a manager I have known for years. I also have personal ties with several of the riders, and walking away now – simply because of the geopolitical situation – would feel like betraying them,” Ekoi’s founder explained.
Commenting on Factor Bikes' decision to distance itself from Israel–Premier Tech, Stephanie Adam, an organiser with the Palestinian Campaign for the Academic and Cultural Boycott of Israel, which called for the protests at La Vuelta, told BikeRadar: “This step would clearly weaken the team’s underlying goal of providing propaganda for Israeli apartheid and is a tribute to the many protests against the team at major races, including most recently at La Vuelta.
“This also sends a strong signal to UCI and other sporting bodies that teams sportswashing genocide and apartheid will never be accepted in world sports.”
