Premier Tech pulls plug on sponsorship amid Israel – Premier Tech turmoil: “Our purpose has been overshadowed”
CyclingSaturday, 08 November 2025 at 09:42
The crisis engulfing the team formerly known as Israel – Premier Tech has reached a breaking point. Canadian company Premier Tech has terminated its co-title sponsorship with immediate effect, citing that the project’s “core reason” for involvement had been “overshadowed to a point where it has become untenable”.
The decision lands as the team reels from months of political turmoil, race exclusions, and mounting sponsor unease following a season in which protests repeatedly targeted its association with the Israeli state.
“It has become untenable for us to continue”
In its official statement, Premier Tech confirmed it would step down from the partnership it has held since 2022, effective immediately.
“After multiple discussions with the team and careful assessment of all relevant circumstances, Premier Tech has decided to step down as co-title sponsor of the team taking effect immediately.
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.
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.
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.”
The tone of gratitude was unmistakable, yet the message was clear: the political baggage surrounding the project had overwhelmed its original purpose as a development platform for Canadian talent.
From protests to implosion
Premier Tech’s exit comes just a few short months after the team’s most turbulent period yet. At the 2025 Vuelta a Espana, large-scale demonstrations against the squad’s presence escalated into scenes that forced the final stage in Madrid to be abandoned, with protest organisers accusing the team of “sportswashing” amid ongoing conflict in Gaza. Organisers and the UCI came under intense scrutiny for allowing the outfit to start the race at all.
Since then, the team has faced:
- Boycott discussions among rival squads and race organisers, citing safety and reputational concerns.
- Exclusion from the Giro dell’Emilia on security grounds.
- Sponsor ultimatums, most notably from Factor Bikes, demanding that the Israeli flag and name be removed before 2026.
- The €30 million legal battle with Canadian rider Derek Gee, who walked away from his contract over personal beliefs.
Amid the escalating controversy, co-owner Sylvan Adams announced that he would step back from day-to-day leadership and the team would rebrand for 2026 in an attempt to “depoliticise” its image. That strategy, however, now appears insufficient to reassure backers.
claps 5visitors 5
Just in
Popular news
Latest comments
- What does he need to pay Pogi to lead him out?Veganpotter04-12-2025
- Ayuso is not a surprise if you look at his previous 5yrs.Veganpotter04-12-2025
- What do you mean?BenAflec04-12-2025
- Just making the note that it’s actually closer to 120 because most of it is consumed in the first 4 hrs, not evenly across 5 hrs up until the finish.crharnishphd04-12-2025
- WVA dropped TP and his bad knee.Cyclingnut04-12-2025
- Everyone shouts "rider x" is getting better and could beat Pogacar... Tadej is still improving year on year too.....slappers6604-12-2025
- It's not a big blow for Pogacar. Today, Pogacar relies on a close, increasingly Slovenian circle of experts. Among them, the central figure is his longtime friend Ziga Jerman, who took on the role of masseur in 2025. Jerman has known Pogačar since before his global fame, when they cycled together at the Ljubljana club Rog, so Elguezabal’s departure does not pose a threat for Pogi but rather marks the end of a very successful chapter. UAE will have to fill the gap in its professional staff, but for Pogi, this departure will not play an important role.NikkoNicco04-12-2025
- OK, enough of this BS. No one went to college or university from kindergarten. First, Remco must graduate from high school with excellent results to meet with the professor Pogacar in university and to be in same room with him. But you see, Pogi the Great also has a PhD (doctorate in cycling). In 2026, I want to see that success from Remco in high school, because I haven't seen it in these 7 years.NikkoNicco04-12-2025
- calling him a star in cross before he beats MVDP or WVA is also a big stretch.mij04-12-2025
- I think once he's the undisputed leader in a race, he can become more consistent than he was in the past.Ride197404-12-2025
Loading
3 Comments