The Tour de France concluded this week with the Israeli team, Israel–Premier Tech, finishing 18th out of 23 teams. Just four days before the event’s conclusion, during Stage 17 near the town of Dieulefit, a pro-Palestinian protest erupted along the roadside. Only a week before that, during Stage 11, a protester ran onto the course near the finish line wearing a keffiyeh and a shirt emblazoned with the words “Israel out of the Tour.”
These incidents reflect a broader pattern of demonstrations at major sporting events, a tactic aimed at drawing attention from global audiences. Similar protests have taken place before, including at a Euroleague basketball game between Maccabi Tel Aviv and Real Madrid in Madrid, Spain, and during a recent UEFA Under-19 qualifier between Israel and Norway that was forced to close to the public.
Demonstrators have also targeted judo tournaments, tennis matches, and other global events where Israeli athletes compete. The strategy is intended both to amplify the Palestinian cause and to challenge Israel’s participation in international competitions.
These efforts have been spearheaded by the Boycott, Divestment, and Sanctions (BDS) movement. Recently, BDS criticized the participation of Israel–Premier Tech, an Israeli-owned and branded team in the Tour de France, calling it an attempt to “sportswash [Israel’s] grave crimes against Palestinians.” BDS activists also referred to the team as “Team Genocide,” a nickname used to criticize Israel.
The BDS movement, along with other critics of Israel, accuses the country and its sports teams of engaging in “sportswashing.” The term describes the use of sports to improve a nation’s image or divert attention from alleged misconduct by hosting events, competing internationally, or highlighting athletic success. Those making this accusation argue that Israel should be barred from participating in sporting events while the war in Gaza, which they view as a violation of human rights, continues.
They contend that allowing Israel–Premier Tech to compete in the Tour de France, along with other Israeli teams in international competitions, enables Israel to obfuscate alleged wrongdoing and creates a sense of normalization for “Team Genocide.”
The story behind the Israeli team in the Tour de France
In 2014, Israeli businessman Ron Baron and cyclist Ran Margaliot started the Israel Cycling Academy before being quickly joined by Israeli-Canadian entrepreneur and philanthropist Sylvan Adams. The team evolved over the years, rebranding as Israel Start-Up Nation in 2020 and then as Israel–Premier Tech in 2022. Also in 2020, the team was issued a WorldTour license, which guaranteed it access to the Tour de France and other international competitions.
The team was created with the goal of giving Israeli athletes an opportunity to compete – and with the goal of elevating Israel on the world stage. Israel–Premier Tech has always had the stated goal of uplifting Israel, but not for the purpose of “sportswashing” or “whitewashing” any alleged misdeeds. IPT hopes to inspire Israelis and show the world what Israel can achieve and accomplish.
Despite attempts to block the team, protests by the track and on it, Israel–Premier Tech finished the competition and even honored a former hostage at the final stage of the event. Ofer Kalderon, a cycling enthusiast, rode beside Adams as a guest of honor of the Israeli cycling team. Adams had promised at a cycling event held on the 100th day of the hostages’ captivity that he would ride beside Kalderon at the Tour de France, and after the hostage deal in January of 2025.
Organizations and critics like the BDS movement may protest Israeli inclusion and normalization, but despite their attempts, competitions continue to include “Team Genocide” in their events, and Israel stands proud of its citizens and its accomplishments. Israel–Premier Tech did not cross the finish line first, but its cyclists did complete the race in defiance of protests and proudly carrying Israel on their backs.