Premier Tech Pulls Sponsorship of Israel-Premier Tech Amidst Protest Fallout
Canadian company Premier Tech abruptly ended its co-title sponsorship of Israel-premier Tech on Friday in the latest hurdle for the embattled team still reeling from a protest-marred season.
The split follows months of demonstrations against the team’s Israeli identity and comes as the squad prepares to erase “Israel” from its name for the 2026 season.
Those steps were not enough for Premier Tech – a Canadian packaging and processing company – to stay on board.
“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,” a note read Friday.
The departure caps a turbulent season marked by unprecedented demonstrations directed at the team at races across Europe, where protesters targeted the squad over its Israeli ties and accused it of “sportswashing” the Gaza war.
Sources close to the team told Velo on Friday, however, that Premier Tech’s departure will not have a direct impact on the team’s financial stability as it prepares to rejoin the UCI WorldTour in 2026.
Contracts wiht incoming and current team riders will remain, sources confirmed to Velo.
Adams, a Canadian-Israeli billionaire, has largely been underwriting much of the team’s budget since he joined the ownership team in 2017.
Sponsor departure ‘taking effect immediately’
In the aftermath of unprecedented pro-Palestinian demonstrations at races like the Vuelta a Espana, Premier Tech’s decision is “taking effect immediately.”
Not the kind of look a team sponsor is hoping for. (Photo by ANDER GILLENEA / AFP)
Israel-Premier Tech to lose Premier Tech Sponsorship,Drops “Israel” from Jersey for 2026
The Israel-Premier Tech cycling team will race without the backing of title sponsor Premier Tech starting in 2026,and will also remove all references to “Israel” from its jersey. The Canadian company, which has been a key supporter of the team and Canadian cycling talent, announced its departure as the team prepares for a potential return to the UCI WorldTour league. https://www.outsideonline.com/cycling/news/israel-premier-tech-premier-tech-sponsorship-ends/
The team, currently racing at the ProTeam level, is aiming to rejoin the WorldTour in 2026. As of now, the team is seeking a new title sponsor and official name for the upcoming season. The roster currently stands at approximately 25 riders, leaving room for expansion up to the WorldTour limit of 30.
Several riders are departing the team, including Matthew Riccitello (moving to Decathlon CMA-CGM) and Pascal Ackermann (joining Jayco-AlUla). Veteran riders Jakob Fuglsang and Michael Woods are retiring from professional cycling. Chris Froome’s future is uncertain following a serious crash,and Derek Gee is involved in a legal dispute regarding his contract,possibly worth up to $30 million. https://www.cyclingnews.com/news/derek-gee-contract-dispute-could-be-worth-30-million/
New signings for the coming season include Lewis Askey (from Groupama-FDJ) and Ryan Mullen (from Red Bull-Bora-Hansgrohe). The team is also promoting riders Brady Gilmore and Pau Martí from its development squad, Israel-Premier Tech Academy, and signing Alessandro Pinarello from VF Group-Bardiani CSF-Faizanè.
Premier Tech emphasized that its exit doesn’t signify a complete withdrawal from cycling, particularly its commitment to Canadian and Québec riders. “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,” the company stated. https://www.outsideonline.com/cycling/news/israel-premier-tech-premier-tech-sponsorship-ends/
This change occurs amidst a period of instability in the WorldTour men’s cycling landscape. Arkéa B&B Hotels is ceasing operations, and Lotto-Intermarché Wanty is engaged in merger discussions that could result in numerous riders being without contracts.https://www.cyclingnews.com/news/arkea-bb-hotels-to-close-at-end-of-2024/