3. 5. 2023
There is only one country in the world that has decided to pay its own professional cycling team to conduct a targeted advertising campaign at one of the most watched sporting events on the planet. Yet Israel knew exactly what it was doing. This is because the phrase "Israel Start-up Nation", the banner under which the team has ridden the Tour de France since 2020, has managed to burn the following simple idea into the minds of fans from 190 countries around the world: Israel is all about start-ups.