Seven seasons, one dynamic scene
A distinctive trend has shaped professional cycling since 2017: several teams based in the Arab world and one team focused on promoting an Arab capital across the globe. The core groups are the Emirates team from the United Arab Emirates, Bahrain Victorious, Jayco–AlUla, and an Israeli squad. These outfits have been central to the WorldTour, and in a surprising turn, the Israeli team was relegated to the Continental level due to a string of results that didn’t meet WorldTour expectations. This shift underscores the ongoing push to showcase regional leadership in cycling while aligning with broader tourism and economic goals in the region.
Despite the broader geopolitical tensions in the Middle East, senior team officials have largely avoided political debates in public. The sport has continued to attract attention in both Palestinian and Israeli communities, and cycling missions frequently emphasize tourism and economic development. Numerous nations have engaged with Arab leadership to foster sponsorship opportunities and support cycling initiatives that promise reciprocal benefits for regional advancement.
Seven seasons in one
Since 2017, the UAE, Bahrain and Israel have coordinated on a unique cross-border approach to events and invitations. Their collaboration began in Jerusalem in 2018 and expanded over time. When Israel competed in lower tiers, it could participate mainly through invitations and wildcard entries, including a notable wildcard at the Tour de France. This evolving arrangement has helped keep the region visible in top-tier cycling while navigating the complexities of competition and diplomacy.
Looking at performance, the UAE team has stood out, especially under the leadership of Tadej Pogačar, who has claimed two Tour victories and has been a pivotal presence during the 2023 season. Alongside him are other prominent riders from Portugal and Spain, such as Joao Almeida and Juan Ayuso, both recognized as some of the sport’s brightest prospects. The UAE squad has repeatedly reached podium positions in major stage races, and its overall mission includes promoting tourism in the Emirates. The team defines itself as a national representative that encourages a healthy, active lifestyle linked to cycling, echoing the legacy of traditional Italian sponsorship structures and entrepreneurship tied to regional leadership.
Bahrain banking support
In Bahrain, sponsorship remains strong for the team carrying the country’s name, with iconic riders such as Pello Bilbao and Mikel Landa contributing. Plans for 2024 saw Landa move on to a new role as chief assistant on another squad, while Remco Evenepoel rose as a standout climber. The Bahraini project, born in 2017, has its financial backbone in part from the Bahrain Development Board and the National Bank of the Arabian Gulf island, ensuring stable backing for sustained competition and development in the sport.
In a related development, Al Ula announced a major change: the Australian BikeExchange team, historically known as Orica and rooted in 2012, would be rebranded as Jayco–AlUla through 2025. This entry marks a significant investment in cycling by a Saudi-backed ownership group, with British rider Simon Yates topping the rankings at various points and serving as a focal point for promoting tourism to the northwestern region of Saudi Arabia.
A patron of Israeli descent
The Israel Star Up Premier Tech squad—its official name—owes much of its origin to Sylvan Adams, a prominent Canadian-Israeli businessman whose passion for cycling is well documented. Adams, celebrated for his leadership in the sport, has helped give the team its identity and profile. His son Marcel Adams has been described as Israel’s sports ambassador, reflecting a broader cultural mission attached to the club. While well-known riders such as Chris Froome have been associated with the squad at various times, they have not always achieved the expected results in major races, and some bids for the Tour de France did not materialize as hoped. This backdrop illustrates how sponsorship, national pride, and sporting ambition intersect in contemporary cycling.
A recent development in the global cycling map is the continued presence of teams backed by Middle Eastern capital, alongside a rising wave of cross-border collaborations. The sport’s calendar now features teams that emphasize tourism promotion and national branding, while also competing at the highest levels. In this environment, the Israeli-anchored squad remains a notable example of how private investment and national identity can converge in a modern, professional sport. (Source: internal industry summaries)
Overall, the cycling ecosystem in 2023 and beyond shows a blend of sport, tourism, and regional influence. The UAE, Bahrain, and Israel have carved out a unique niche on the WorldTour stage, balancing competitive ambitions with broader strategic goals. The continued evolution of sponsorship models, rider development, and cross-border collaborations is likely to keep this narrative alive in the seasons ahead. (Attribution: industry analysis report)