Israel-Premier Tech to move away from Israeli identity in 2026 rebrand
The Israel–Premier Tech cycling team will undergo a full rebrand for the 2026 season, moving away from their Israeli identity after more than a decade, they said on Monday.
The Israeli-licensed team, created in 2014 by Ron Baron and Ran Margaliot and based in Israel, have been subjected to a series of protests over their involvement in races.
In September the team said they were reviewing their branding for next year as sponsors pressed for a name change.
"With steadfast commitment to our riders, staff, and valued partners, the decision has been made to rename and rebrand the team, moving away from its current Israeli identity," the team said in a statement.
"In sport, progress often requires sacrifice, and this step is essential to securing the future of the team."
Israel–Premier Tech were excluded from Saturday's Giro dell Emilia over public safety concerns after widespread disruption at the Vuelta a Espana last month when they were targeted by pro-Palestinian protests opposing Israel's war in Gaza.
They removed their full name from riders' jerseys at the Vuelta.
Team owner Sylvan Adams will also step back from day-to-day involvement and no longer serve as spokesperson, focusing on his role as President of the World Jewish Congress, Israel, Monday's statement added.
The team said that their internal culture had been key to handling recent difficulties, leading management to conclude that change was necessary.
They will announce more details of the new branding soon.
