The Israel – Premier Tech cycling team announced on Monday that it will undergo a full rebrand for the 2026 season, marking the end of its decade-long identity as an Israeli-licensed outfit. The move comes after growing pressure from sponsors and increasing protests against the team at international races. Founded in 2014 by Ron Baron and Ran Margaliot, the team has long been a symbol of Israeli representation in global cycling. But in recent months, it has faced mounting challenges, including its exclusion from the Giro dell’Emilia over public safety concerns and disruptions during the Vuelta a España, where riders were targeted by pro-Palestinian demonstrators protesting Israel’s war in Gaza.
In a statement, the team said, “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. In sport, progress often requires sacrifice, and this step is essential to securing the future of the team.”The announcement reflects a deep strategic shift aimed at preserving its future amid political sensitivities. During the Vuelta, the team had already taken symbolic steps by removing its full name from riders’ jerseys in response to escalating tensions.
Team owner Sylvan Adams, a key figure behind the project, will also step back from his day-to-day operational role. While he remains supportive of the team, Adams will now focus on his responsibilities as President of the World Jewish Congress in Israel. The management emphasized that the decision was not simply a reaction to external pressure but part of a broader introspection on the team’s evolving identity. “Our internal culture and resilience have been crucial in navigating recent challenges.
This rebranding is a forward-looking step to align with the long-term vision and sustainability of our organization,” the statement said. Further details on the team’s new name, branding, and sponsorship structure are expected to be unveiled in the coming months as it prepares for the 2026 season. The rebrand is widely seen as an effort to maintain its global presence and commercial viability while distancing itself from political controversies that have increasingly overshadowed its sporting achievements.