Premier Tech Shifts Gears, Backs Alison Jackson and French ProTour squad for 2026

By [Your Name/Archysports.com Staff]

November 18, 2025

In a notable shake-up that’s sending ripples through the professional cycling world, Canadian company Premier Tech has announced a new sponsorship deal with the French cycling outfit St Michel – Preference Home-Auber93, set to kick off for the 2026 season. This move comes just ten days after Premier Tech’s abrupt withdrawal from the Israel Premier Tech team, a decision reportedly influenced by pro-Palestinian demonstrations.

The partnership signals a strong commitment from Premier Tech to foster the advancement of cycling, with a particular focus on the women’s program. The company has confirmed it will be instrumental in supporting the “next phases of development of the women’s ProTeam component of the team,” according to a press release.

A major draw for this new venture is the inclusion of Canadian star Alison Jackson, the electrifying 2023 Paris-Roubaix champion. Jackson, along with fellow Canadians Simone Boilard and Clara Emond, will be part of the women’s squad, which currently competes in the second division of professional cycling. For American cycling fans who witnessed Jackson’s gritty, unforgettable victory in the grueling “Hell of the North,” this news is a massive boost, promising more high-octane performances from one of the sport’s moast exciting talents.

A New Chapter for St Michel-Auber 93

The men’s team, St Michel-Auber 93, currently races at the Continental level, the third tier of professional cycling below the elite World Tour and ProTeams. This level of racing, while not always grabbing headlines like the Grand Tours, is crucial for nurturing emerging talent and providing a platform for riders to prove their mettle. Think of it like the minor leagues in baseball or the G-League in basketball – a vital proving ground.

charlie Nerzic, the team’s deputy general manager, expressed his enthusiasm for the new alliance. The arrival of Premier Tech represents an significant milestone for our structure, Nerzic stated. We share the same vision: that of mixed and open cycling, driven by the diversity of talents. This emphasis on inclusivity and diversity is a refreshing narrative in a sport often dominated by established European powerhouses.

Context: The Withdrawal from israel Premier Tech

Premier Tech’s departure from the Israel premier Tech team on November 7 was a stark reminder of the complex intersection of sports and global politics. The company cited the sponsorship as “unsustainable” amidst ongoing pro-Palestinian activism, which intensified during the conflict in Gaza. The protests even impacted major events, with the final stage of the recent Tour of Spain in Madrid facing disruption. This situation highlights the increasing scrutiny faced by sponsors and teams regarding their affiliations and the broader societal implications of their involvement.

The Israel Premier Tech team had announced its intention to rebrand for the upcoming season on October 6, a move that now takes on added importance in light of Premier Tech’s withdrawal.

What This Means for U.S. Fans

For American cycling enthusiasts, this news is a double-edged sword. On one hand