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Throughout last month's Vuelta a Espana, the squad faced multiple interruptions as Palestinian-supporting protesters organized protests against the Israeli war in Gaza

Squad officials characterized the past few months as "a particularly challenging period" but recognized "the necessity for transformation"

"Having steadfast dedication to our riders, team members, and valued partners, the decision has been made to rebrand and restructure the team, shifting away from its present Israeli identity"

"Within sports, progress often demands sacrifice, and this measure is essential to securing the future of the organization"

Team History and Structure

Israel-Premier Tech team, which features several UK cyclists among them four-time Tour de France champion Chris Froome, is registered in Israel and owned by Canadian-Israeli property billionaire Sylvan Adams

Originally established as the Cycling Academy in 2014, the team has been sponsored by Canadian corporation Premier Tech since 2022

Recent Events and Demonstrations

During the 21-day Spanish tour, numerous demonstrations and disruptions occurred, primarily focusing on the involvement of the cycling team

Halfway through the race, the squad stopped displaying their complete name on their jerseys

The final stage of the race around the Spanish capital was called off following Palestinian-supporting protests that resulted in scuffles with cyclists and obstructed the course in multiple places

Recent Changes

Within the restructuring, squad proprietor Sylvan Adams will withdraw from his day-to-day responsibilities and will no longer speak on the squad's behalf

This sixty-six-year-old entrepreneur has been closely linked with the Israeli government and has formerly described himself as a "unofficial ambassador to Israel"

International Response

International cycling governing organization the UCI has stated it will continue to welcome Israeli athletes at its events despite demands for athletic boycotts

After United Nations commission findings that declared the nation has committed mass killing against Palestinian people in the territory - a claim that the government rejects - there have been growing demands for the nation to be suspended from global soccer competition

Background of Hostilities

The Israeli defense forces initiated a operation in Gaza in reaction to the Hamas-led attack on southern the country on 7 October 2023, during which about 1,200 individuals were killed and 251 others were captured

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

Analysis: Corporate Branding Factors

The decision constitutes a major admission by the squad and its proprietor Sylvan Adams that the presence of Israeli branding is causing unease in environments such as elite sport

Adams' engagement in Israel's political affairs is widely recognized, although not officially assigned

This team started primarily due to Adams' enthusiasm for professional cycling, and conviction that the activity can bring societies closer together in parts of the world distant from its European traditional base

Despite several Grand Tour stage wins, Israel-Premier Tech has found the pace hard to maintain at points at the top tier, and cannot risk to lose financial backers such as Canada's pesticide specialists Premier Tech

As a billionaire entrepreneur, Adams understands that business brand reputation is paramount