Canadian firm Premier Tech caves to anti-Israel backlash, cutting ties with Israel-Premier Tech despite team’s pledge to rebrand in 2026.
In a disappointing but telling turn of events, Canadian manufacturer Premier Tech has abruptly ended its sponsorship of the Israel-Premier Tech cycling team, bowing to sustained anti-Israel protests and public pressure from pro-Palestinian activists.
The Israeli-licensed cycling team—founded in 2014 by Ron Baron and Ran Margaliot—has long served as a symbol of Israel’s spirit, endurance, and sportsmanship on the world stage. However, the team has faced escalating hostility from activists targeting its very name and identity due to its Israeli affiliation.
In October, Israel-Premier Tech announced plans to undergo a full rebrand for the 2026 season, seeking to protect its riders and operations from political interference while continuing to represent Israeli excellence in global cycling. But despite the move, Premier Tech confirmed on Friday it would withdraw as co-title sponsor, stating that “the core reason for Premier Tech to sponsor the team has been overshadowed to a point where it has become untenable to continue.”
The company’s decision follows several race disruptions linked to pro-Palestinian protests. The team was barred from the Giro dell’Emilia in September over “public safety concerns” after activists disrupted the Vuelta a España, forcing riders to remove the “Israel” label from their jerseys.
Team officials described the decision as another example of political intimidation undermining the integrity of sport. Sources close to the management confirmed that the team remains committed to continuing operations and securing new partnerships that “celebrate, not censor, Israel’s participation in international sport.”
Canadian cyclist Derek Gee, who placed fourth in the Giro d’Italia, left the team citing “personal beliefs.” His subsequent claim of a $34.99 million damages suit from the team has added further legal drama to the season’s end.
Despite the turbulence, Israel-Premier Tech has reaffirmed its dedication to its riders, fans, and homeland values — vowing to return stronger, with a new identity and unshaken Israeli resolve.
