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Throughout last month's Spanish cycling tour, the squad experienced multiple interruptions as pro-Palestinian demonstrators organized protests regarding Israel's war in Gaza

Squad officials characterized the past few months as "a particularly difficult period" but acknowledged "the need for change"

"With strong commitment to our riders, staff, and important sponsors, the choice has been made to rebrand and restructure the squad, moving departing from its current Israeli identity"

"In sport, progress often requires sacrifice, and this step is crucial to securing the long-term viability of the organization"

Team Background and Structure

The Israel-Premier Tech squad, which features five UK cyclists among them four-time Tour de France champion Chris Froome, is registered in Israel and controlled by Israeli-Canadian property tycoon Sylvan Adams

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

Recent Incidents and Demonstrations

Throughout the 21-day Vuelta, multiple protests and disruptions took place, primarily focusing on the involvement of the Israel-Premier Tech

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

The final leg of the race around the Spanish capital was cancelled following pro-Palestinian protests that resulted in scuffles with cyclists and blocked the route in multiple locations

Recent Changes

As part of the changes, team owner Sylvan Adams will withdraw from his day-to-day responsibilities and will no longer act on the team's representation

This 66-year-old businessman has been closely associated with Benjamin Netanyahu's government and has previously referred to himself as a "self-appointed ambassador to the nation"

International Response

International professional cycling governing organization the UCI has declared it will persist to accept Israeli athletes at its competitions despite demands for sporting sanctions

Following UN investigation findings that stated Israel has performed mass killing against Palestinians in the territory - a allegation that the government denies - there have been growing demands for the country to be banned from international soccer tournaments

Context of Conflict

The Israeli defense forces initiated a operation in Gaza in reaction to the Hamas-led attack on southern regions of Israel on October 7th 2023, during which about 1,200 individuals were murdered and 251 others were taken hostage

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

Analysis: Corporate Branding Considerations

This decision represents a major admission by the squad and its owner Sylvan Adams that the inclusion of Israeli branding is creating discomfort in environments such as elite sport

Adams' engagement in Israeli political affairs is well known, though not formally assigned

This squad began primarily thanks to the owner's passion for professional cycling, and belief that the sport can unite societies closer united in regions of the globe distant from its continental traditional base

Regardless of several Grand Tour stage wins, Israel-Premier Tech has experienced the pace hard to maintain at times at the elite tier, and cannot risk to jeopardize financial backers such as Canada's agricultural chemical specialists Premier Tech

As a billionaire entrepreneur, Adams understands that business image is paramount