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During last month's Vuelta a Espana, the team faced several disruptions as Palestinian-supporting demonstrators staged protests regarding Israel's military campaign in the Gaza Strip

Squad representatives described the recent period as "an incredibly challenging period" but recognized "the need for transformation"

"With steadfast commitment to our cyclists, staff, and valued partners, the decision has been made to rebrand and re-brand the team, moving departing from its current Israel-linked identity"

"Within sports, advancement often requires sacrifice, and this step is crucial to ensuring the future of the organization"

Squad History and Structure

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

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

Recent Events and Protests

Throughout the three-week Spanish tour, multiple demonstrations and interruptions took place, mainly targeting the participation of the cycling team

Midway during the race, the team ceased using their complete name on their cycling uniforms

The last stage of the tour around the Spanish capital was cancelled following Palestinian-supporting demonstrations that caused altercations with cyclists and obstructed the course in several locations

Recent Changes

Within the restructuring, team proprietor Sylvan Adams will withdraw from his daily responsibilities and will no longer act on the team's behalf

This 66-year-old businessman has been strongly associated with the Israeli administration and has formerly described himself as a "self-appointed ambassador to Israel"

International Reaction

World cycling regulatory body the UCI has declared it will persist to welcome Israeli competitors at its events despite calls for athletic sanctions

After United Nations investigation conclusions that stated Israel has performed mass killing against Palestinian people in the territory - a allegation that Israel denies - there have been growing demands for the country to be banned from international soccer tournaments

Context of Hostilities

The Israeli defense forces initiated a campaign in Gaza in reaction to the Hamas-led attack on southern Israel on October 7th 2023, during which approximately 1,200 people were murdered and 251 others were captured

Based on reports from the region's Hamas-run health ministry, at least 67,139 individuals have been killed in Israel's attacks in the territory since that time

Perspective: Business Branding Factors

This choice represents a major admission by the squad and its owner Sylvan Adams that the inclusion of Israeli branding is causing discomfort in places such as elite athletics

Adams' engagement in Israeli politics is widely recognized, though not formally designated

This team began primarily due to Adams' passion for cycling, and conviction that the sport can unite communities closer united in regions of the world distant from its continental heartland

Despite several Grand Tour stage victories, the team has found the pace hard to maintain at points at the elite tier, and is unable to risk to jeopardize sponsors such as Canadian pesticide experts Premier Tech

Being a billionaire businessman, Adams recognizes that business brand reputation is everything