Premier Tech’s peloton return confirmed: After Israel team exit, sponsor makes reappearance to back French Conti outfit

Just weeks after severing its crisis-ridden partnership with the former Israel - Premier Tech structure, Canadian industrial group Premier Tech has officially secured its return to professional cycling — this time via a strategic move into the French Continental scene with St Michel - Preference Home - Auber93.

The French organisation announced the partnership on Friday, confirming Premier Tech will join as a main sponsor for the next two seasons, becoming a pillar in the team’s broader growth and international expansion plan. The deal covers both the men’s and women’s squads, as well as the club’s full development pyramid.

In the launch announcement, deputy general manager Charlie Nerzic described the agreement as a step that elevates the project far beyond its traditional national footprint. “Partnering with Premier Tech marks a milestone for our team. Like us, the global Canadian company led by Jean Belanger is committed to developing cycling in all its forms. We share a common vision: an inclusive, integrated cycling ecosystem driven by talent diversity.”

The deal directly strengthens one of the team’s core competitive assets for 2026 — the signing of three Canadian elite riders to the women’s roster: Alison Jackson, Simone Boilard, and Clara Emond.

Premier Tech CEO Jean Belanger framed the move as a continuation of the company’s long-standing philosophy rather than a retreat to a smaller platform:

“This opportunity fully aligns with the reasons why Premier Tech has been committed to cycling for over 30 years — building bridges across all levels of the sport and supporting the development of Quebec and Canadian cyclists.”

Despite joining as a major partner, the team name will not change in 2026, with Premier Tech instead taking prominent placement across race jerseys for both the men’s and women’s professional teams, in addition to all club categories.

The news arrives less hot on the heels of Premier Tech's shock announcement ending its immediate sponsorship of the former Israel outfit, a decision made amid a backdrop of protests, race exclusions, political controversy and long-term reputational concerns.

This new partnership, however, marks a decisive pivot: re-entering the sport on its own terms, with a talent-development identity and clear cultural alignment rather than at the epicentre of WorldTour geopolitics.

With a long-term focus on growth, inclusion and North American athlete development, the move signals that Premier Tech has not stepped away from cycling — only from the environment surrounding its former team.