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Throughout the recent Vuelta a Espana, the team faced several disruptions as Palestinian-supporting protesters organized actions regarding the Israeli military campaign in the Gaza Strip

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

"With strong commitment to our cyclists, team members, and valued partners, the choice has been made to rebrand and restructure the squad, shifting departing from its present Israel-linked identity"

"In sport, progress often requires compromise, and this step is essential to securing the future of the team"

Team Background and Structure

The Israel-Premier Tech squad, which includes several British riders among them multiple Tour de France winner Chris Froome, is Israeli-registered and owned by Canadian-Israeli real estate tycoon Sylvan Adams

Initially founded as Israel Cycling Academy in 2014, the organization has been supported by Canadian corporation Premier Tech since 2022

Recent Incidents and Demonstrations

During the three-week Vuelta, numerous demonstrations and interruptions took place, mainly focusing on the participation of the Israel-Premier Tech

Midway through the race, the team ceased using their full team name on their jerseys

The final stage of the race around Madrid was called off following Palestinian-supporting demonstrations that resulted in scuffles with riders and obstructed the route in multiple places

Recent Changes

As part of the restructuring, team proprietor Sylvan Adams will step back from his daily role and will no longer speak on the team's representation

The 66-year-old businessman has been closely associated with Benjamin Netanyahu's government and has formerly referred to himself as a "unofficial representative to the nation"

International Reaction

International cycling governing organization the UCI has declared it will continue to welcome Israel-based athletes at its competitions despite calls for athletic sanctions

After UN commission conclusions that stated Israel has committed mass killing against Palestinian people in Gaza - a allegation that Israel rejects - there have been growing calls for the nation to be suspended from international soccer competition

Background of Hostilities

Israeli military initiated a campaign in Gaza in reaction to the Hamas-led attack on southern regions of Israel on October 7th 2023, during which approximately 1,200 individuals were murdered and 251 others were taken hostage

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

Analysis: Business Branding Factors

This decision represents a significant acknowledgment by the team and its proprietor Sylvan Adams that the presence of Brand Israel is causing discomfort in environments such as elite athletics

Adams' engagement in Israeli politics is widely recognized, although not officially assigned

The squad began primarily thanks to the owner's enthusiasm for cycling, and conviction that the sport can unite communities closer united in regions of the world away from its European traditional base

Despite several major cycling tour leg wins, Israel-Premier Tech has found the pace hard going at times at the elite tier, and is unable to afford to lose sponsors such as Canada's agricultural chemical experts Premier Tech

As a billionaire businessman, Adams recognizes that business image is everything