It’s official: Israel–Premier Tech is shedding its current identity. The squad announced that owner Sylvan Adams will step back from his day-to-day role, and beginning in 2026, the team will undergo a rebranding. How? Dropping “Israel” from its name and distancing itself from its Israeli identity. The following is a statement from Israel-Premier Tech’s Instagram account, released earlier today, outlining the updates.
This move comes amid mounting pressure from protests targeting the team’s name and branding, particularly during the 2025 Vuelta a España. During the Vuelta, several stages were disrupted, and the team withdrew from Italian late-season races due to security concerns.
What’s Driving the Change
Sponsors, including Factor Bikes and title partner Premier Tech, have openly advocated for a rebrand. Both are stating that the current status quo is no longer sustainable. Factor’s founder, Rob Gitelis, made waves earlier this year with a blunt warning: “Without a name change, without a flag change, we won’t continue.”
In the team’s statement, Adams affirmed his withdrawal from public representation of the squad, instead focusing on his role at the World Jewish Congress and emphasizing that “progress often requires sacrifice.”
As of now, the team remains registered in Israel and continues to maintain ties to the country. Leadership states that they’re committed to a fresh brand that focuses on developing global cycling talent rather than national branding.
What It Means for 2026 and Beyond
Obviously, a name change is just the beginning. The team hasn’t yet revealed its new identity, flag registration, or branding direction—but it has made its choice clear. They’re trying to navigate between acknowledging their history and shedding the conflicts now threatening their operations.
Expect ripple effects: the rebrand could impact staffing, sponsorship alignment, and even rider sentiment. The biggest test will be whether fans, race organizers, and national federations accept a new “neutral” racing identity or push back.
Israel–Premier Tech has spoken of its intention to evolve. If they pull it off cleanly, they may redefine how modern teams handle politics, protest, and brand identity in cycling’s high-stakes arena. Time will tell.
