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James Moultrie

Title sponsor joins bike brand in calling for Israel-Premier Tech to remove 'Israel' from team name and 'adopt a new identity and brand image'

SIENA, ITALY - MARCH 07: Jakob Fuglsang of Denmark and Team Israel - Premier Tech during the team presentation prior to the 11th Strade Bianche Donne & 19th Strade Bianche 2025 / #UCIWWT / #UCIWWT / on March 07, 2025 in Siena, Italy. (Photo by Dario Belingheri/Getty Images).

After bike brand Factor met with Israel-Premier Tech owner Sylvan Adams to call for a change in the team name and nationality – in the wake of several pro-Palestine protests against the Israeli-registered team's continued participation in races – Canadian title sponsor Premier Tech has also made its ongoing support conditional on a name change.

Israel-Premier Tech removed 'Israel' from their jerseys during the Vuelta a España, after multiple stages were shortened or even cancelled, due to protesters blocking roads and encroaching on barriers, but on September 6, they insisted they would not be changing their name.

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