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During the recent Spanish cycling tour, the team faced several disruptions as Palestinian-supporting protesters staged actions regarding Israel's war in Gaza

Team representatives described the recent period as "a particularly challenging period" but recognized "the necessity for transformation"

"Having strong dedication to our riders, staff, and important partners, the choice has been made to rebrand and restructure the squad, moving away from its present Israel-linked branding"

"In sport, progress often demands compromise, and this step is crucial to securing the future of the organization"

Squad History and Structure

The Israel-Premier Tech squad, which includes five British cyclists including four-time French cycling tour winner Chris Froome, is registered in Israel and controlled by Israeli-Canadian property billionaire Sylvan Adams

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

Recent Events and Demonstrations

Throughout the three-week Vuelta, multiple demonstrations and disruptions took place, mainly targeting the involvement of the cycling team

Midway through the competition, the squad stopped using their full team name on their jerseys

The final stage of the race around the Spanish capital was cancelled following pro-Palestinian protests that caused scuffles with riders and obstructed the route in multiple places

Recent Developments

As part of the changes, team proprietor Sylvan Adams will step back from his daily role and will cease act on the team's representation

This 66-year-old businessman has been strongly linked with the Israeli administration and has formerly referred to himself as a "self-appointed ambassador to the nation"

Global Response

World cycling governing organization the UCI has stated it will persist to welcome Israeli competitors at its competitions despite demands for athletic sanctions

After United Nations commission conclusions that declared the nation has performed genocide against Palestinian people in Gaza - a claim that the government denies - there have been growing calls for the nation to be banned from international soccer tournaments

Context of Conflict

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

According to reports from the territory's Hamas-controlled health ministry, at least 67,139 people have been killed in Israel's military actions in the territory since that time

Analysis: Corporate Branding Factors

The decision constitutes a major acknowledgment by the squad and its proprietor Sylvan Adams that the inclusion of Brand Israel is causing discomfort in environments such as professional sport

Adams' engagement in Israel's political affairs is widely recognized, though not officially designated

This team began primarily thanks to Adams' passion for cycling, and conviction that the sport can bring societies more together in regions of the world away from its continental heartland

Regardless of some Grand Tour leg wins, the team has found the competition level challenging to maintain at times at the top tier, and is unable to risk to jeopardize sponsors such as Canadian pesticide experts Premier Tech

Being a multi-billionaire businessman, Adams recognizes that business image is everything