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Israel–Premier Tech to Drop Israeli Branding in 2026 Rebrand as Sylvan Adams Steps Back

The shift follows disruptive protests at major races, with key sponsors tying continued backing to a new identity.

Overview

  • The team announced it will rename and rebrand for the 2026 season to move away from its Israeli identity, with the new name to be revealed soon.
  • Owner Sylvan Adams will step back from day-to-day involvement and no longer serve as spokesperson, focusing on his role with the World Jewish Congress.
  • Premier Tech and Factor Bikes said continued sponsorship required removing the term ‘Israel’ and adopting a new brand image.
  • Organisers excluded the team from the Giro dell’Emilia over public security concerns after Vuelta a España stages were disrupted and in some cases shortened or canceled by protests.
  • The squad removed ‘Israel’ from jerseys during the Vuelta; it is privately owned, registered in Israel, and its roster is largely non‑Israeli.