Israel-Premier Tech Sponsorship at Risk Over Name Change
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Factor Bikes to End Sponsorship of Israel-Premier Tech Unless Team Changes Name
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Published September 22, 2025 01:03PM
The Controversy and Factor’s Stance
Factor bikes will not continue to sponsor Israel-Premier Tech next season unless the team drops “Israel” from its name, according to the brand’s founder, Rob Gitelis. “Without a name change, without a flag change, we won’t continue,” Gitelis stated in an interview with Cyclingnews.
This decision follows important protests against the team during the Vuelta a España, which led to shortened stages, frequent interruptions, and safety concerns for riders.The unrest culminated in the cancellation of the final stage and the scrapping of the podium ceremony after thousands of protesters blocked the streets of Madrid.
Background: The Protests and Team response
The protests surrounding Israel-Premier Tech during the Vuelta a españa were largely focused on the team’s name and perceived association with the Israeli government’s policies. Protesters argued that the team’s name and branding were insensitive given the ongoing conflict in the region. The protests weren’t simply about the team’s existence, but about the symbolism of its name during a period of heightened political tension.
Prior to Factor’s announcement, the team released a statement on July 3rd affirming its commitment to its current branding. However, the escalating protests and now the potential loss of a major sponsor suggest a reevaluation of that position may be necessary.
Factor’s Previous Commitments and Gitelis’ Explanation
Gitelis clarified that his initial commitments to the team were made under the assumption that the political climate would not escalate to the level it has. He explained that the protests and the resulting disruption to the Vuelta a España have forced a reconsideration of the brand’s association with the team. “There’s just a certain level of controversy we just can’t have surrounding the brand,” Gitelis said.