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During the recent Spanish cycling tour, the squad experienced multiple disruptions as Palestinian-supporting demonstrators staged protests against the Israeli military campaign in the Gaza Strip

Squad representatives described the recent period as "a particularly difficult period" but recognized "the need for change"

"With steadfast dedication to our riders, team members, and important partners, the choice has been made to rename and re-brand the squad, shifting departing from its current Israeli branding"

"Within sports, progress often demands compromise, and this step is essential to ensuring the future of the team"

Squad Background and Composition

Israel-Premier Tech team, which includes five UK riders including multiple French cycling tour champion Chris Froome, is registered in Israel and controlled by Israeli-Canadian real estate tycoon Sylvan Adams

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

Recent Events and Demonstrations

Throughout the 21-day Vuelta, multiple demonstrations and interruptions occurred, primarily targeting the involvement of the cycling team

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

The final leg of the tour around the Spanish capital was called off following Palestinian-supporting demonstrations that caused altercations with cyclists and blocked the course in several locations

Recent Changes

As part of the restructuring, team proprietor Sylvan Adams will step back from his day-to-day responsibilities and will cease speak on the team's representation

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

Global Reaction

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

After United Nations commission conclusions that declared the nation has committed mass killing against Palestinians in Gaza - a allegation that Israel denies - there have been increasing demands for the nation to be suspended from global football competition

Background of Hostilities

Israeli defense forces launched a operation in the Gaza Strip in reaction to the Hamas-led assault on southern the country on October 7th 2023, during which approximately 1,200 people were murdered and 251 additional people were taken hostage

Based on data from the region's Hamas-controlled health ministry, at least 67,139 people have been fatally injured in Israeli military actions in Gaza since then

Analysis: Corporate Branding Factors

This choice constitutes a major admission by the squad and its owner Sylvan Adams that the presence of Brand Israel is causing unease in places such as elite athletics

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

This squad began primarily due to Adams' passion for cycling, and conviction that the activity can bring societies closer united in parts of the globe away from its continental heartland

Regardless of some Grand Tour leg wins, Israel-Premier Tech has experienced the competition level challenging to maintain at times at the elite tier, and cannot risk to lose sponsors such as Canadian agricultural chemical specialists Premier Tech

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