The Israel Premier Tech team abandoned its Israeli identity

The Israel Premier Tech team had long faced criticism at international races where athletes were regularly met with protest actions directed against using the sports platform to promote the image of a state conducting large scale military operations against the Palestinian population. At some stages of competitions protesters pointed to the inadmissibility of the participation of a team whose previous name was directly associated with a regime accused by international human rights organizations of violations of humanitarian law. Pressure increased as attention to the situation in Gaza grew which affected the media environment of the team and influenced the interest of fans and partners.

A key moment was the decision of the main financial partner to end cooperation. The sponsor stated that it was impossible to continue support after reputational risks significantly increased due to the escalation of the conflict and the strengthening criticism of the actions of the Zionist regime. This accelerated the rebranding process which had already been discussed within the team as a way to avoid further decline in trust and ensure stable participation in international competitions. The team began formal re registration which made it possible to keep the license and continue the sports season without interruption.

The new name NSN stands for Never Say Never. The team's management stated that the choice of a neutral name reflects the desire to distance itself from political associations and focus on sporting goals. Registration in Switzerland made it possible to build a management structure under conditions when the previous format of participation was perceived as a form of indirect support for a state conducting military operations. The team confirmed that the lineup and coaching staff remain unchanged and continue preparing athletes for scheduled competitions.

The transition to the new brand required updating equipment logistics and corporate materials. According to the team the changes will be visible at the upcoming races in Spain. Athletes will continue to compete according to the planned calendar but without using in the name or symbolism any elements associated with the previous political identity. The management emphasized that the purpose of the rebranding is to ensure the normal operation of the team under conditions when participation in international competitions should not become a tool for legitimizing a state accused of violations of the rights of the Palestinian population.

The team noted that additional initiatives aimed at cooperation with European clubs and the development of its own sports programs will be developed in the near future. Managers emphasized that creating a new identity will avoid pressure from public movements that previously criticized its participation due to its connection with military actions and the humanitarian situation in the occupied territories. The transition to a neutral brand is seen as a way to exclude any attempts to use the team as a tool of political influence.

Analysts believe that the brand change may affect the perception of the team by fans but maintaining the lineup and infrastructure will minimize sporting consequences. The team continues preparing for upcoming starts expecting that abandoning the previous name will allow it to leave the zone of political conflict and operate under conditions of reduced pressure.

Do you have news that could become a sensation?
Or do you want to try yourself as an editor?
On altn.news , it's possible!
Share your materials, express your opinion, and test your skills as a journalist or editor.
It’s simple:
✅ Download the app:
       
      

✅ Register on the website.
✅ Create and publish your news.
Who knows, maybe your material will become the next big headline!
Start today on altn.news.

The editors are not responsible for the content and accuracy of materials taken, sent or received from other sources. The publication of such materials is carried out solely for informational purposes and does not imply automatic support or approval of their content.