In a move that’s sent shockwaves through the WorldTour, Premier Tech has officially stepped away from its co-title sponsorship of Israel–Premier Tech, cutting ties just weeks before the team’s planned 2026 rebrand.
As reported weeks ago, the Israel–Premier Tech team was given a firm ultimatum by their bike sponsor, Factor, and now the blows keep coming. This one, however, is from the co-title sponsor, Premier Tech, and could halt the team in its tracks.
Why Step Away Now?
The Canadian industrial-tech firm cited that the partnership had “become untenable,” saying the original purpose of its involvement “had been overshadowed” — a clear signal that the off-bike turbulence surrounding the team had grown too loud to ignore.
Premier Tech joined forces with the Israeli-registered squad in 2022, backing a roster that’s mixed stage-race veterans with one-day specialists and younger development talent. While the team had teased a fresh identity and rebranding initiative for 2026, aimed at softening its national branding and broadening appeal, Premier Tech’s exit arrives before the new kit could even hit the grid.
In an internal memo, team manager Kjell Carlström confirmed that the announcement came without prior coordination. “The announcement was not made in consultation with the team,” he said, emphasizing that management and riders learned of the withdrawal at the same time as the public.
Sponsorship Scramble
The decision now leaves team owner Sylvan Adams and leadership scrambling for a new backer as the transfer market and sponsor negotiations head into their final stretch. With budgets tightening across the peloton, losing a title sponsor of Premier Tech’s size is more than a PR hit — it’s a near-fatal blow to a WorldTour outfit trying to maintain top-tier status.
As for Premier Tech, this marks the end of a high-profile cycling investment that once looked poised to cement the brand’s visibility alongside the sport’s biggest names. For Israel–Premier Tech, the road ahead looks uncertain — and in pro cycling, sponsors don’t come quickly, especially if your brand is attracting lots of unwanted attention. Will this prompt others to jump off the IPT ship before sailing in 2026? We’ll have to wait and see, but one thing is for sure: it’s going to be an uphill battle for IPT before the season even starts.
