Quebec sponsor urges Israel Premier Tech cycling team to change its name in face of protests

Riders of the Israel Premier Tech team compete as people holding Palestinian flags try to disrupt the eleventh stage of the Spanish Vuelta cycling race, from Bilbao to Bilbao, Spain, Wednesday, Sept. 3, 2025. (Miguel Oses/AP Photo)

Israel Premier Tech cycling team has been urged by its title sponsor to change its name in the face of pro-Palestinian protests.

Riders were targeted at the recent Spanish Vuelta, causing disruption to the Grand Tour event. Spain’s government estimated that more than 100,000 people were on the streets in Madrid during the final stage when protestors criticized the presence of Israel Premier Tech.

In a statement reported by Radio Canada, Premier Tech said “the current situation regarding the team name is no longer sustainable to achieve our goal.”

Premier Tech is a multinational company based in Quebec, Canada. It is the title sponsor of the cycling team co-owned by Israeli Canadian billionaire Sylvan Adams.

The Spanish Vuelta, which concluded this month, turned into a diplomatic battleground. It was repeatedly disrupted by protesters against Israel Premier Tech, which midway through the race removed the team name from its uniforms after the team faced protests before and during the race days.

The team said that decision was “in the interest of prioritizing the safety of our riders and the entire peloton, in light of the dangerous nature of some protests at Vuelta.”

Yet protests persisted — culminating in the mass demonstration in Madrid, which meant the race had to be cut short by about 50 kilometres (30 miles).

Premier Tech’s stance comes after a report that bike manufacturer and technical partner Factor also raised doubts about its association with the team.

“Without a name change, without a flag change, we won’t continue,” company founder Rob Gitelis told Cycling News.

The protestors in Spain said their actions were aimed at denouncing Israel’s military campaign in Gaza that has killed tens of thousands of people. It was launched after Hamas’ deadly attack on Israel on Oct. 7, 2023.

The Associated Press