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Throughout the recent Spanish cycling tour, the team faced several disruptions as Palestinian-supporting protesters staged actions against the Israeli military campaign in the Gaza Strip

Team representatives described the past few months as "a particularly challenging time" but acknowledged "the need for change"

"With steadfast commitment to our cyclists, team members, and important partners, the decision has been made to rebrand and restructure the squad, shifting departing from its current Israel-linked branding"

"In sport, progress often requires sacrifice, and this measure is crucial to ensuring the future of the organization"

Team History and Structure

Israel-Premier Tech squad, which includes several UK cyclists among them four-time French cycling tour champion Chris Froome, is Israeli-registered and owned by Israeli-Canadian property billionaire Sylvan Adams

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

Recent Incidents and Demonstrations

During the three-week Spanish tour, numerous protests and interruptions occurred, primarily focusing on the participation of the Israel-Premier Tech

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

The final stage of the race around Madrid was cancelled following pro-Palestinian protests that resulted in scuffles with cyclists and blocked the route in multiple places

Recent Changes

Within the restructuring, squad owner Sylvan Adams will step back from his daily responsibilities and will no longer act on the squad's behalf

This sixty-six-year-old businessman has been strongly linked with the Israeli administration and has formerly described himself as a "unofficial ambassador to the nation"

Global Reaction

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

Following United Nations commission conclusions that declared the nation has committed genocide against Palestinians in Gaza - a claim that the government rejects - there have been growing calls for the country to be suspended from international soccer competition

Context of Hostilities

Israeli military launched a campaign in Gaza in response to the Hamas-led attack on southern the country on 7 October 2023, during which about 1,200 individuals were killed and 251 additional people were captured

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

Analysis: Business Branding Considerations

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

Adams' involvement in Israel's politics is well known, although not officially assigned

The team started largely thanks to the owner's enthusiasm for professional cycling, and belief that the activity can unite communities closer united in parts of the world away from its continental traditional base

Regardless of some Grand Tour leg wins, 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 agricultural chemical specialists Premier Tech

As a multi-billionaire businessman, Adams understands that business brand reputation is everything