Israel-Premier Tech announced Monday that "the decision has been made to rename and rebrand the team, moving away from its current Israeli identity." The announcement comes only a few weeks after the team's presence at the Vuelta a España drew protests on an unprecedented scale that led to route changes and two stages being neutralized. More recently, the team came under pressure from two key backers, co-title sponsor Premier Tech and bike brand Factor, to rebrand.
Jonny Long
Beyond rebranding, the team will also see co-founder and co-owner Sylvan Adams "step back from his day-to-day involvement," according to the release. He "will no longer speak on behalf of the team, instead focusing on his role as President of the World Jewish Congress, Israel."
In a separate statement, Adams expounded on the change, saying that he would be "suspending all active involvement with the team."
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