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Throughout the recent Vuelta a Espana, the squad faced multiple disruptions as pro-Palestinian demonstrators organized actions regarding the Israeli military campaign in Gaza

Squad representatives characterized the past few months as "an incredibly difficult period" but acknowledged "the need for transformation"

"Having strong commitment to our riders, team members, and important sponsors, the choice has been made to rebrand and re-brand the squad, moving departing from its present Israel-linked identity"

"In sport, progress often demands sacrifice, and this measure is essential to securing the long-term viability of the organization"

Squad Background and Composition

Israel-Premier Tech team, which includes several British riders among them multiple French cycling tour champion Chris Froome, is registered in Israel and owned by Canadian-Israeli real estate tycoon Sylvan Adams

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

Recent Incidents and Demonstrations

Throughout the three-week Spanish tour, numerous protests and interruptions took place, mainly focusing on the participation of the cycling team

Midway during the race, the squad stopped using their full team name on their jerseys

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

Recent Changes

Within the restructuring, squad owner Sylvan Adams will withdraw from his day-to-day role and will cease speak on the team's representation

This sixty-six-year-old entrepreneur has been closely linked with Benjamin Netanyahu's administration and has formerly described himself as a "unofficial ambassador to Israel"

Global Response

World cycling regulatory body the UCI has stated it will continue to accept Israel-based competitors at its events despite calls for sporting boycotts

Following UN commission conclusions that stated the nation has performed mass killing against Palestinians in the territory - a allegation that Israel denies - there have been growing demands for the country to be banned from international football tournaments

Context of Hostilities

Israeli defense forces launched a campaign in the Gaza Strip in reaction to the Hamas-led assault on southern regions of Israel on 7 October 2023, during which approximately 1,200 people were killed and 251 others were taken hostage

According to data from the territory's Hamas-controlled health department, at least 67,139 people have been killed in Israel's attacks in the territory since then

Perspective: Corporate Branding Factors

The choice constitutes a major acknowledgment by the squad and its owner Sylvan Adams that the presence of Brand Israel is creating unease in environments such as elite sport

Adams' engagement in Israeli political affairs is widely recognized, although not formally assigned

This team began primarily thanks to the owner's enthusiasm for cycling, and conviction that the sport can bring communities closer united in parts of the globe distant from its continental heartland

Despite several Grand Tour stage wins, Israel-Premier Tech has found the competition level challenging going at points at the elite level, and cannot afford to lose sponsors such as Canada's pesticide experts Premier Tech

As a multi-billionaire businessman, Adams understands that business image is paramount