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🚴 ‘Israel’ Brand Too Toxic for Pro Cycling… After months of being hounded by pro-Palestine protesters at races across Europe, the ‘Israel-Premier Tech’ cycling team announced Monday it’s abandoning its “Israeli identity” and rebranding entirely. The team’s owner, Sylvan Adams, is an Israeli-Canadian billionaire who has poured his fortune into using sports and entertainment to launder Israel’s global image — from bankrolling Madonna’s Eurovision performance in Tel Aviv, to bringing the Giro d’Italia to start in Israel, to financing exhibition matches featuring Lionel Messi. Adams is now stepping back from day-to-day operations as the team undertakes a wholesale rebrand. The decision follows a summer of sustained disruption: ➤ At Spain’s Vuelta a España, protesters blocked riders during stages, forcing the team to race without “Israel” on their jerseys after massive demonstrations—over 100,000 took to Madrid’s streets during the final stage. ➤ Italian organizers then barred the team from the Giro dell’Emilia race over safety concerns, and the team withdrew from three additional Italian races as protests intensified. Key sponsors, including Premier Tech and bike manufacturer Factor, reportedly pressured the team to drop “Israel” or lose their backing. The team is now scrambling to secure its future, announcing it will reveal a new name “soon” while maintaining its UCI ProTeam license. 🎥 Video: Last December, Israel-Tech’s cycling team proudly unveiled its ‘Israel’ kit.

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