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During last month's Spanish cycling tour, the team faced multiple disruptions as Palestinian-supporting demonstrators staged actions against Israel's military campaign in Gaza

Squad officials characterized the recent period as "a particularly difficult time" but acknowledged "the need for transformation"

"With strong dedication to our cyclists, staff, and valued partners, the decision has been made to rebrand and restructure the team, shifting departing from its present Israeli identity"

"In sport, advancement often demands sacrifice, and this measure is essential to ensuring the long-term viability of the team"

Team History and Structure

Israel-Premier Tech team, which features five UK cyclists including four-time Tour de France winner Chris Froome, is registered in Israel and controlled by Israeli-Canadian property billionaire Sylvan Adams

Initially established as Israel Cycling Academy in 2014, the team has been supported by Canadian corporation Premier Tech since 2022

Recent Events and Protests

Throughout the three-week Vuelta, multiple demonstrations and interruptions took place, primarily targeting the involvement of the Israel-Premier Tech

Midway during the race, the team stopped displaying their full name on their cycling uniforms

The final stage of the race around the Spanish capital was called off following pro-Palestinian protests that caused scuffles with cyclists and blocked the route in several locations

Recent Changes

Within the changes, team owner Sylvan Adams will withdraw from his daily responsibilities and will no longer speak on the squad's behalf

This sixty-six-year-old businessman has been closely associated with Benjamin Netanyahu's administration and has formerly described himself as a "self-appointed representative to the nation"

Global Reaction

World cycling governing organization the UCI has stated it will persist to accept Israel-based competitors at its competitions despite calls for sporting sanctions

After UN investigation conclusions that stated Israel has performed mass killing against Palestinian people in Gaza - a allegation that the government denies - there have been increasing calls for the country to be suspended from international soccer competition

Context of Conflict

Israeli military initiated a campaign in the Gaza Strip in reaction to the Hamas-organized attack on southern Israel on 7 October 2023, during which approximately 1,200 people were killed and 251 others were taken hostage

Based on reports from the territory's Hamas-controlled health ministry, at least 67,139 people have been killed in Israeli attacks in the territory since then

Perspective: Business Branding Considerations

This choice represents a major acknowledgment by the squad and its owner Sylvan Adams that the presence of Brand Israel is creating discomfort in places such as elite sport

The owner's engagement in Israel's politics is well known, although not officially designated

This squad began primarily due to Adams' passion for cycling, and conviction that the sport can bring communities closer together in regions of the world distant from its continental traditional base

Despite several Grand Tour stage victories, the team has found the competition level hard going at times at the elite tier, and cannot risk to lose sponsors such as Canadian agricultural chemical specialists Premier Tech

Being a billionaire entrepreneur, Adams understands that corporate image is paramount