Premier Tech has become the latest company to call for the word ‘Israel’ to be dropped from the name and identity of the team it co-sponsors.
Premier Tech’s statement comes days after the team’s bike supplier Factor made a similar statement arguing that bike sponsorship was “too controversial” with the team in light of widespread protests.
Factor CEO Rob Gitellis also appeared willing to cancel the verbal agreement made in the summer that the company would continue to support the team into next season.
road.cc also understands that other sponsors have been in touch with the team in recent weeks to discuss the terms of their partnership agreements for next season.
Israel-Premier Tech 2025 Tour of Britain (credit: SWpix.com/Simon Wilkinson)
In a statement first reported by Radio Canada, Premier Tech said: “We are sensitive and attentive to the situation on the international scene.
“Premier Tech has always placed the development of the sport and Quebec and Canadian cyclists at the heart of its involvement.
“The current situation regarding the name of the team is no longer sustainable to achieve our goal, which is the very reason for our involvement in cycling.
“Our expectation is that the team will evolve towards a new name that excludes the term Israel, and that it will adopt a new identity and brand image.”
Israel-Premier Tech are owned by Canadian-Israeli billionaire Sylvan Adams who has described the team as “ambassadors for Israel”. The team has also received a small amount of funding from Israel’s Ministry of Tourism.
Adams attended the disrupted Vuelta earlier this month and stated that the team would “never surrender to the terrorists”. They were supported in this position by Israel’s Prime Minister Benjamin Netanyahu.
Netanyahu praises Israel-Premier Tech (credit: Twitter)
However, the public statements made by several sponsors and partners suggest this stance may be softening. In a statement to road.cc, Israel-Premier Tech said “The team is currently in the planning phase for 2026 team branding and will communicate any potential changes in due course.”
Premier Tech is a Canadian agricultural company who sponsored the team then known as Israel-Start Up Nation in 2022, after a tempestuous season sponsoring Astana. Since coming on board, the team have adopted a more Canadian identity with former Tour de France stage winner Steve Bauer joining the backroom staff, and the team winning Tour stages with Canadians Michael Woods and Hugo Houle.
There are currently six Canadian riders on the team’s roster including national champion Derek Gee whose contract is in dispute after “certain issues simply made continuation at the team untenable”. The company also sponsors Continental and development teams in France and Quebec.
Israel-Premier Tech ride past Palestine flags, stage 11, 2025 Vuelta (credit: Zac Williams/SWpix.com)
Premier Tech’s statement is the latest fall-out from the heavy protests that disrupted the Vuelta a España causing stages to be shortened, neutralised and cancelled, as well as riders to crash. Protests were aimed towards the team’s participation in light of Israel’s military offensive in Gaza. Last week the UN Human Rights Council’s independent commission concluded that Israel’s actions constituted a genocide, a claim Israel denies.
Israel-Premier Tech have since used monogrammed kit in races which doesn’t contain the word ‘Israel’, bringing the riders in line with team vehicles and staff clothing that removed all reference to Israel last year.
The President of the French cycling federation, responsible for organising the European championships in two weeks time, has also confirmed that there will be no Israeli entries in the time trial events, where riders are most vulnerable to being individually targeted. The Israeli team was briefly halted during their team time trial at the Vuelta, with the individual TT also shortened to better ensure rider safety. Israeli athletes will still be competing in the road races.
“The time trial is still really complicated to secure,” Michel Callot told L’Equipe. “It’s a relief for me, as an organiser, that we don’t have any Israeli entries in the time trials, which was the biggest concern.”