"The Canadian industrial-tech firm cited that the partnership had "become untenable," saying the original purpose of its involvement "had been overshadowed" - a clear signal that the off-bike turbulence surrounding the team had grown too loud to ignore. Premier Tech joined forces with the Israeli-registered squad in 2022, backing a roster that's mixed stage-race veterans with one-day specialists and younger development talent. While the team had teased a fresh identity and rebranding initiative for 2026, aimed at softening its national branding and broadening appeal, Premier Tech's exit arrives before the new kit could even hit the grid."
"In an internal memo, team manager Kjell Carlström confirmed that the announcement came without prior coordination. "The announcement was not made in consultation with the team," he said, emphasizing that management and riders learned of the withdrawal at the same time as the public."
"The decision now leaves team owner Sylvan Adams and leadership scrambling for a new backer as the transfer market and sponsor negotiations head into their final stretch. With budgets tightening across the peloton, losing a title sponsor of Premier Tech's size is more than a PR hit - it's a near-fatal blow to a WorldTour outfit trying to maintain top-tier status."
Premier Tech has withdrawn its co-title sponsorship of Israel-Premier Tech, stating the partnership had "become untenable" and that its original purpose "had been overshadowed." Premier Tech began supporting the Israeli-registered squad in 2022 and backed a roster combining stage-race veterans, one-day specialists, and younger development riders. A planned 2026 rebrand intended to soften national branding and broaden appeal will not debut before the sponsor exit. Team manager Kjell Carlström confirmed the announcement was not coordinated with the team and that management and riders learned the news alongside the public. Team owner Sylvan Adams must now seek a new backer amid tightening peloton budgets, making the loss a potentially terminal financial blow for a WorldTour team.
Read at Bikerumor
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