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During the recent Vuelta a Espana, the team faced multiple interruptions as Palestinian-supporting demonstrators staged protests regarding Israel's war in the Gaza Strip

Team representatives described the past few months as "a particularly challenging period" but recognized "the need for transformation"

"With steadfast commitment to our cyclists, team members, and valued sponsors, the decision has been made to rebrand and re-brand the squad, moving away from its present Israel-linked branding"

"In sport, progress often demands compromise, and this step is essential to securing the long-term viability of the team"

Team History and Structure

The Israel-Premier Tech squad, which features several British riders including four-time French cycling tour champion Chris Froome, is Israeli-registered and controlled by Canadian-Israeli property tycoon Sylvan Adams

Originally established as Israel Cycling Academy in 2014, the organization has been sponsored by Canada-based corporation Premier Tech since 2022

Recent Events and Protests

During the 21-day Spanish tour, numerous protests and interruptions occurred, mainly focusing on the involvement of the Israel-Premier Tech

Halfway through the competition, the team stopped displaying their complete name on their jerseys

The last leg of the race around Madrid was cancelled following Palestinian-supporting protests that caused altercations with cyclists and blocked the course in multiple locations

Recent Changes

Within the changes, squad owner Sylvan Adams will withdraw from his daily role and will cease act on the squad's behalf

The sixty-six-year-old entrepreneur has been closely associated with Benjamin Netanyahu's government and has previously referred to himself as a "unofficial ambassador to the nation"

Global Reaction

World professional cycling governing body the UCI has stated it will persist to welcome Israeli competitors at its events despite demands for sporting sanctions

After UN commission conclusions that stated the nation has performed mass killing against Palestinian people in the territory - a claim that Israel denies - there have been growing demands for the nation to be banned from global soccer tournaments

Context of Conflict

The Israeli defense forces initiated a operation in the Gaza Strip in reaction to the Hamas-led attack on southern Israel on 7 October 2023, during which about 1,200 people were murdered and 251 others were captured

According to data from the region's Hamas-run health department, at least 67,139 individuals have been killed in Israeli attacks in Gaza since then

Perspective: Business Branding Factors

This choice constitutes a major admission by the squad and its owner Sylvan Adams that the inclusion of Brand Israel is causing discomfort in environments such as elite athletics

Adams' involvement in Israeli political affairs is well known, though not officially assigned

This squad began largely thanks to the owner's enthusiasm for professional cycling, and belief that the sport can bring communities closer united in regions of the globe away from its continental heartland

Despite some Grand Tour stage wins, Israel-Premier Tech has experienced the competition level hard to maintain at times at the elite level, and is unable to afford to lose sponsors such as Canada's pesticide specialists Premier Tech

As a multi-billionaire businessman, Adams recognizes that corporate image is everything