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During last month's Vuelta a Espana, the squad faced several disruptions as Palestinian-supporting demonstrators organized protests regarding Israel's war in the Gaza Strip

Team officials characterized the recent period as "an incredibly difficult period" but acknowledged "the need for transformation"

"With steadfast commitment to our cyclists, team members, and important sponsors, the decision has been made to rename and re-brand the squad, moving departing from its present Israeli identity"

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

Team Background and Structure

The Israel-Premier Tech squad, which includes several British cyclists among them multiple French cycling tour winner Chris Froome, is Israeli-registered and owned by Israeli-Canadian real estate billionaire Sylvan Adams

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

Recent Events and Demonstrations

Throughout the 21-day Vuelta, numerous demonstrations and interruptions occurred, primarily targeting the involvement of the Israel-Premier Tech

Midway during the race, the team stopped using their full name on their cycling uniforms

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

Recent Changes

As part of the restructuring, squad owner Sylvan Adams will withdraw from his daily role and will cease act on the squad's behalf

The sixty-six-year-old entrepreneur has been strongly associated with Benjamin Netanyahu's administration and has formerly referred to himself as a "unofficial ambassador to the nation"

International Response

World professional cycling regulatory organization the UCI has declared it will persist to accept Israeli athletes at its competitions despite demands for athletic sanctions

Following United Nations investigation conclusions that stated Israel has performed genocide against Palestinians in the territory - a allegation that the government rejects - there have been growing calls for the country to be suspended from international football tournaments

Context of Conflict

The Israeli defense forces launched a campaign in Gaza in reaction to the Hamas-organized assault on southern Israel on 7 October 2023, during which approximately 1,200 people were murdered and 251 additional people were captured

Based on reports from the region's Hamas-run health department, at least 67,139 individuals have been fatally injured in Israel's attacks in Gaza since that time

Perspective: Corporate Branding Considerations

This choice represents a major admission by the squad and its proprietor Sylvan Adams that the inclusion of Brand Israel is creating discomfort in environments such as elite sport

Adams' involvement in Israel's political affairs is widely recognized, although not formally assigned

This squad started primarily thanks to the owner's enthusiasm for professional cycling, and conviction that the sport can bring communities closer united in regions of the globe away from its continental traditional base

Despite some Grand Tour stage victories, the team has experienced the competition level challenging to maintain at times at the elite level, and cannot afford to jeopardize financial backers such as Canadian agricultural chemical experts Premier Tech

Being a billionaire entrepreneur, Adams understands that business brand reputation is everything