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During the recent Vuelta a Espana, the squad faced several interruptions as pro-Palestinian demonstrators organized actions against Israel's military campaign in Gaza

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

"With strong commitment to our cyclists, team members, and important sponsors, the choice has been made to rename and re-brand the team, shifting away from its current Israeli branding"

"Within sports, advancement often demands compromise, and this step is essential to ensuring the long-term viability of the organization"

Team History and Structure

The Israel-Premier Tech squad, which features five British riders among them multiple Tour de France champion Chris Froome, is registered in Israel and owned by Canadian-Israeli property tycoon Sylvan Adams

Initially founded as the Cycling Academy in 2014, the team has been sponsored by Canada-based corporation Premier Tech since 2022

Recent Incidents and Protests

During the three-week Spanish tour, multiple demonstrations and disruptions occurred, primarily targeting the involvement of the cycling team

Halfway during the competition, the squad ceased using their complete name on their jerseys

The last leg of the tour around Madrid was called off following Palestinian-supporting demonstrations that resulted in altercations with cyclists and obstructed the route in multiple locations

Recent Developments

As part of the restructuring, squad proprietor Sylvan Adams will step back from his day-to-day role and will cease act on the team's behalf

This 66-year-old businessman has been strongly linked with the Israeli government and has previously referred to himself as a "self-appointed ambassador to Israel"

Global Reaction

International cycling regulatory organization the UCI has declared it will continue to welcome Israeli athletes at its competitions despite calls for sporting sanctions

After United Nations investigation findings that declared Israel has committed mass killing against Palestinians in Gaza - a allegation that the government rejects - there have been increasing calls for the nation to be suspended from international soccer tournaments

Context of Conflict

The Israeli military launched a campaign in Gaza in response to the Hamas-organized attack on southern Israel on October 7th 2023, during which approximately 1,200 individuals were killed and 251 additional people were taken hostage

Based on data from the territory's Hamas-controlled health ministry, at least 67,139 individuals have been killed in Israel's military actions in the territory since that time

Analysis: Corporate Branding Considerations

The choice represents a major acknowledgment by the team and its proprietor Sylvan Adams that the presence of Israeli branding is creating discomfort in places such as elite sport

Adams' engagement in Israel's politics is well known, although not formally designated

The squad started primarily due to the owner's enthusiasm for cycling, and conviction that the activity can bring societies closer united in regions of the world away from its continental heartland

Despite some major cycling tour leg wins, the team has experienced the pace challenging to maintain at times at the elite level, and cannot risk to jeopardize financial backers such as Canada's agricultural chemical experts Premier Tech

Being a billionaire entrepreneur, Adams understands that corporate brand reputation is everything