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Throughout the recent Spanish cycling tour, the squad faced several disruptions as Palestinian-supporting demonstrators staged actions against the Israeli military campaign in Gaza

Team representatives described the past few months as "a particularly difficult time" but acknowledged "the necessity for transformation"

"With steadfast dedication to our riders, staff, and valued sponsors, the decision has been made to rename and re-brand the squad, moving departing from its present Israel-linked branding"

"Within sports, advancement often demands sacrifice, and this step is crucial to securing the future of the team"

Squad History and Composition

The Israel-Premier Tech squad, which includes several British cyclists among them four-time French cycling tour champion Chris Froome, is Israeli-registered and controlled by Canadian-Israeli real estate tycoon Sylvan Adams

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

Recent Events and Demonstrations

During the 21-day Vuelta, multiple demonstrations and disruptions took place, primarily focusing on the participation of the Israel-Premier Tech

Midway during the competition, the squad stopped displaying their full name on their jerseys

The final leg of the race around Madrid was cancelled following pro-Palestinian protests that caused altercations with riders and blocked the route in several locations

Recent Changes

Within the restructuring, team owner Sylvan Adams will step back from his day-to-day role and will no longer speak on the team's representation

The 66-year-old entrepreneur has been closely associated with Benjamin Netanyahu's administration and has formerly referred to himself as a "self-appointed representative to Israel"

International Reaction

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

Following UN commission findings that stated Israel has committed mass killing against Palestinian people in Gaza - a allegation that the government rejects - there have been growing demands for the nation to be banned from global football tournaments

Background of Conflict

Israeli military initiated a campaign in Gaza in reaction to the Hamas-organized assault on southern Israel on October 7th 2023, during which approximately 1,200 individuals were murdered and 251 additional people were taken hostage

According to data from the region's Hamas-controlled health department, at least 67,139 people have been killed in Israeli military actions in the territory since that time

Analysis: Corporate Branding Considerations

The decision represents a major acknowledgment by the team and its owner Sylvan Adams that the presence of Brand Israel is creating discomfort in environments such as elite sport

Adams' involvement in Israel's politics is well known, though not officially designated

This team began primarily thanks to the owner's enthusiasm for professional cycling, and belief that the sport can unite communities more united in parts of the world distant from its continental heartland

Regardless of some major cycling tour stage wins, Israel-Premier Tech has found the pace challenging to maintain at times at the elite tier, and is unable to afford to jeopardize sponsors such as Canada's agricultural chemical specialists Premier Tech

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