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During last month's Spanish cycling tour, the squad experienced several interruptions as pro-Palestinian demonstrators staged actions regarding the Israeli military campaign in the Gaza Strip

Squad representatives described the recent period as "a particularly challenging period" but acknowledged "the need for change"

"With strong dedication to our cyclists, staff, and valued sponsors, the decision has been made to rebrand and restructure the squad, moving away from its present Israel-linked identity"

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

Squad Background and Structure

The Israel-Premier Tech squad, which includes several UK cyclists including multiple Tour de France winner Chris Froome, is Israeli-registered and controlled by Israeli-Canadian real estate tycoon Sylvan Adams

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

Recent Incidents and Protests

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

Midway through the competition, the squad ceased displaying their complete name on their jerseys

The last leg of the race around the Spanish capital was called off following pro-Palestinian demonstrations that caused scuffles with riders and blocked the route in multiple locations

Recent Changes

Within the changes, squad proprietor Sylvan Adams will withdraw from his daily role and will no longer act on the squad's representation

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

International Reaction

International professional cycling governing body the UCI has declared it will persist to accept Israel-based athletes at its events despite calls for athletic boycotts

Following UN commission findings that stated Israel has performed mass killing against Palestinians in Gaza - a allegation that the government rejects - there have been growing calls for the country to be suspended from global soccer tournaments

Context of Conflict

The Israeli defense forces initiated a operation in the Gaza Strip in response to the Hamas-organized assault on southern regions of the country on October 7th 2023, during which approximately 1,200 people were killed and 251 additional people were taken hostage

According to data from the region's Hamas-run health ministry, at least 67,139 individuals have been fatally injured in Israel's military actions in Gaza since then

Analysis: Business Branding Factors

This choice constitutes a major admission by the team and its owner Sylvan Adams that the presence of Brand Israel is creating discomfort in environments such as professional sport

The owner's involvement in Israel's politics is well known, although not formally designated

This team started primarily thanks to Adams' passion for professional cycling, and conviction that the sport can unite communities more united in regions of the globe away from its European traditional base

Regardless of some major cycling tour stage wins, the team has found the pace challenging to maintain at points at the top tier, and is unable to risk to jeopardize financial backers such as Canadian pesticide experts Premier Tech

As a multi-billionaire businessman, Adams understands that corporate brand reputation is everything