Premier Tech, a Canadian company, has recently made a significant shift in its sponsorship strategy. After ending their partnership with the Israel-Premier Tech team, they have now joined forces with the French squad St Michel-Preference Home-Auber93 for the upcoming two seasons. This move marks a strategic change in their commitment to cycling, focusing on developing the sport across all levels.
St Michel-Preference Home-Auber93 is a prominent team in the cycling world, operating at both the women's ProTeam and men's Continental levels. The team's inclusion of Canadian racers Alison Jackson, Simone Boilard, and Clara Emond for the 2026 season is a notable highlight. Premier Tech's decision to partner with this team aligns with their long-standing commitment to cycling, as expressed by Jean Bélanger, the company's president and CEO.
Bélanger stated, 'Like us, the global Canadian company led by Jean Bélanger is committed to developing cycling in all its forms. We share a common vision: an inclusive, integrated cycling ecosystem driven by talent diversity. We are pleased to welcome Premier Tech and pursue this shared ambition.' This partnership not only supports the growth of cycling in Québec and Canada but also reinforces Premier Tech's dedication to fostering a diverse and inclusive cycling community.
The collaboration between Premier Tech and St Michel-Preference Home-Auber93 is a testament to the company's commitment to the sport and its athletes. By joining forces with a team that shares their values and vision, Premier Tech is taking a significant step towards building a more inclusive and sustainable cycling future.
