Israel Premier Tech is coming under increasing pressure from its own sponsors to devise a new identity for the team that does not include any mention of Israel or the country's flag.
Premier Tech has now joined the team's bike sponsor, Factor, in stating the current situation around the team - that saw it and the peloton targeted in protests and by public disorder at La Vuelta - was not sustainable.
The team's presence at La Vuelta sparked pro-Palestine protests that became so serious the final stage was abandoned and other stages were shortened, or the finals scrapped on the day.
The team is owned by Israeli-Canadian billionaire Sylvan Adams and though Israel is not its headline sponsor, its identity has always included the country's name and flag, though that was modified somewhat midway through the Vuelta.
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However, the sponsors are now seeking a repositioning of the team, with a completely new name and identity in a bid to avoid a repeat of the protests seen at La Vuelta.
The mounting pressure comes as Israel's targeting of Gaza continues, following the Hamas attack on Israel almost two years ago. Though the cycling team is not backed by the nation of Israel as a headline sponsor, it carries the Israeli identity very prominently. As a result, it has become a target for protestors.
"We are sensitive and attentive to the situation on the international scene, which has evolved considerably since our arrival on the World Tour in 2017," said Premier Tech, which has its headquarters in Rivière-du-Loup, Canada.
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"Involved in cycling for more than 30 years, Premier Tech has always placed the development of the sport and Quebec and Canadian cyclists at the heart of its involvement.
"However, the current situation regarding the team name is no longer sustainable to achieve our goal, which is the very reason for our involvement in cycling.
"Our expectation is that the team will move to a new name that excludes the term Israel, and that it will adopt a new identity and brand image."
The comments, made to Radio-Canada Sports, followed remarks by Factor to cyclingnews stating the team's identity mush change.
Factor's founder, Rob Giteli, said the company could not continue sponsoring the team unless it's identity broke from Israel.
"I've already told the team: Without a name change, without a flag change, we won't continue," Gitelis said. "It's no longer a personal thing of I support this or I support that. There's just a certain level of controversy we just can't have surrounding the brand."
Israel Premier Tech has said it is "currently in the planning phase for 2026 team branding" and that it would "communicate any potential changes in due course."
