The Israeli professional cycling team Israel Premier Tech (ישראל פרמייר טק) faces a test that goes far beyond sports. The bicycle manufacturer Factor, one of the team’s key partners, has unequivocally demanded the removal of all references to Israel—in both the team’s name and emblem. Otherwise, financial and material support will be withdrawn.
Factor CEO Rob Gitelis justified the move: “There is a limit to how much controversy a brand can tolerate.” For the team, this means a significant sporting and financial setback looms.
Israel Premier Tech was never just an ordinary cycling team. Founded in 2015 to make Israel visible on the global sports stage, its riders proudly bore the name “Israel” on their jerseys at the Tour de France, Giro d’Italia, and Vuelta. For many, this was a symbol: Our country is not only associated with wars and conflicts but also with performance, fairness, and international competition.
Yet this very visibility has backfired. At races in Spain and Canada, protests accompanied the team, with banners displaying anti-Israel slogans, and sponsors fearing for their reputation. For Factor,...
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