In a significant move for the professional cycling world, Quebec-based agricultural and industrial technology firm Premier Tech announced on Friday, November 7, 2025, that it is immediately ending its co-title sponsorship of the Israel Premier Tech cycling team.
Mounting Pressure Leads to Decision
The company stated that facing pressure from pro-Palestinian groups made the continuation of the sponsorship untenable. "Although we took notice of the team’s decision to change its name for the 2026 season, the core reason for Premier Tech to sponsor the team has been overshadowed to a point where it has become untenable for us to continue as a sponsor," Premier Tech said in an official statement.
The firm emphasized its desire for its clients, industries, and employees to feel proud of their association with the Premier Tech brand, a sentiment that was being compromised by the ongoing controversy.
Protests and Team Background
The Israel Premier Tech team, which is funded by Quebec-born billionaire Sylvan Adams, has been the target of protests at various cycling events. These protests occurred in Quebec City and Montreal as recently as September, where demonstrators accused the team of acting as a public relations tool for Israel amid the ongoing violence in Gaza.
The team's presence had become a focal point for activists, turning races into platforms for political expression and creating a challenging environment for its corporate partners.
Implications and Next Steps
The abrupt termination of this major sponsorship deal raises questions about the future of the cycling team and highlights the increasing influence of social and political activism on international sports sponsorships. For Premier Tech, a company deeply rooted in Quebec, the decision underscores the complex balance between global marketing ambitions and local community relations.
The immediate end of the partnership marks a pivotal moment, demonstrating how geopolitical conflicts can directly impact commercial relationships in the world of professional athletics.
