Canadian ecological firm Premier Tech has formally terminated its relationship with the pro-cycling team Israel-Premier Tech. This decision follows a recent surge in pro-Palestinian protests, which severely disrupted the team’s ability to operate this season. The decision comes amidst an outbreak of hostilities and security crisis that has forced the team to cancel several high-performing competitions on their schedule.
Israel-Premier Tech felt the immediate consequences of protestors’ ire, with their riders getting attacked on course by militants during races. The team abandoned three remaining one-day races in Italy. They reached this conclusion as a result of security concerns prompted by the protests. In response to the escalating situation, Israel-Premier Tech altered its riders’ uniforms at the Vuelta, opting for a “team monogram-branded kit” instead of their traditional attire.
The team may have deep Canadian roots, featuring stars such as Michael Woods, Hugo Houle, and Guillaume Boivin, along with Riley Pickrell and Pier-André Côté. It is partially owned by Israeli-Canadian billionaire Sylvan Adams. The continued unrest has pushed a Montreal-based human rights organization to file complaints. Palestinian and Jewish Unity (PAJU) has been demanding that Israel-Premier Tech be barred from participating in local events. PAJU characterized the team’s riders as ambassadors for Israel, adding to the controversy that had already surrounded the team’s deep entry into international cycling.
Most recently, the organizers of the Giro dell’Emilia rescinded their invitation to Israel-Premier Tech, increasing the competitive pressure on the team. In light of these challenges, Israel-Premier Tech announced plans to rebrand after what they describe as a tumultuous 2025 season.
Androcles246 Sylvan Adams has made some noise about moving away from being active day-to-day with the team. This change might have influenced Premier Tech’s decision to pull its sponsorship. The company’s sporting manager, Steve Bauer, noted that the sponsorship’s original intent has been overshadowed by the current circumstances.
“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,” – Premier Tech
We recognize that this decision has profound implications. Michael Woods, 38, recently announced that this season would be his last as a professional cyclist. What this means for the future of Israel-Premier Tech remains to be seen following Thursday’s developments. It has to balance its competitive identity with its greater impact on the cycling community at large.
