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Israel Premier Tech rebrands and drops national identity
People protest against cycling team Israel-Premier Tech near the start of the 2024 Tour of Britain Men stage in Sheffield, September 5, 2024

ISRAEL PREMIER TECH is changing its name and moving away from its national identity, the cycling team said on Monday.

The decision comes less than two weeks after the team was excluded from a race in Italy over concerns about pro-Palestinian protests, and less than a month after the Spanish Vuelta was repeatedly disrupted by protests against Israel Premier Tech.

“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,” the team said in a statement on its website. “In sport, progress often requires sacrifice, and this step is essential to securing the future of the team.”

It said co-owner Sylvan Adams, an Israeli-Canadian billionaire, “has chosen to step back from his day-to-day involvement and will no longer speak on behalf of the team, instead focusing on his role as President of the World Jewish Congress, Israel.”

“Although a new chapter awaits, one that will be revealed soon, the team will remain true to its founding promise: to develop cycling talent from around the world,” the team said.

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