The Israel-Premier Tech cycling team has lost its title sponsor following a series of pro-Palestinian protests that disrupted major races across Europe. Canadian company Premier Tech announced it would end its sponsorship with immediate effect, despite the team’s plans to undergo a full rebrand for the 2026 season.

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Protests Target Israel-Premier Tech Across Europe

The team faced repeated disruptions during the Vuelta a España in August and September, where protests escalated to the point that race organizers were forced to abandon stages. Similar, smaller-scale protests occurred at the Giro d’Italia and Tour de France, drawing attention to accusations of sportswashing and the team’s association with Israeli national identity.

Premier Tech, a multinational Canadian firm specializing in horticulture and manufacturing, removed its name from riders’ jerseys during the Vuelta and called for the team to change its name and branding to distance itself from “Israel.”

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Premier Tech Ends Sponsorship

In a statement, Premier Tech said:

“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. We thank the team – riders and staff – for four unforgettable seasons and acknowledge their incredible accomplishments and professionalism, both on and off the road.”

The decision reflects growing public and corporate pressure following the protests, highlighting the intersection of sports and geopolitical issues.

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Team Ownership and Controversies

The Israel-Premier Tech team, owned by Canadian-Israeli developer Sylvan Adams, was founded in 2014 by Ron Baron and Ran Margaliot and is based in Israel. Adams has often positioned himself as an unofficial ambassador for Israel in the cycling world, earning praise from Israeli Prime Minister Benjamin Netanyahu for the team’s refusal to withdraw from the Vuelta despite protests.

Canadian cyclist Derek Gee, who left the team prior to the Vuelta citing personal beliefs, is reportedly facing a €30 million ($35m) damages claim from the team. The controversy comes amid ongoing international scrutiny of Israel’s actions in Gaza, including a recent UN inquiry that classified the war as genocide.

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Rebranding and Future Challenges

The cycling team has agreed to rebrand and move away from its Israeli identity for the 2026 season. The team joined the elite World Tour level before the 2020 season and recruited four-time Tour de France winner Chris Froome in July 2020.

Spanish Sports Minister Pilar Alegria had called for Israeli sports teams to face bans, drawing parallels with restrictions on Russian teams following the 2022 Ukraine invasion. Alegria emphasized that sports cannot be isolated from global political realities and that protests reflect public sentiment.

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The Intersection of Sport and Politics

The withdrawal of Premier Tech underscores how geopolitical conflicts influence professional sports, corporate sponsorships, and public perception. Pro-Palestinian activists have increasingly targeted teams associated with Israel, framing the issue as one of ethical responsibility and social accountability in global sporting events.

The Israel-Premier Tech team faces significant challenges ahead, including securing new sponsorship, navigating public criticism, and completing its planned rebranding for the 2026 season.