‘It’s become too controversial around our brand’ – Factor pushes for Israel-Premier Tech name and registration change

Factor are pushing Israel-Premier Tech to change their name and registration country from Israel, its founder has revealed.

The bike manufacturer has been the team’s equipment sponsor since 2020. In an interview with Cyclingnews on Monday, Factor’s founder and CEO, Rob Gitelis explained that the relationship would not continue without changes: “I’ve already told the team: Without a name change, without a flag change, we won’t continue.”