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During the recent Vuelta a Espana, the team experienced several disruptions as Palestinian-supporting protesters organized protests regarding Israel's war in Gaza

Squad representatives described the past few months as "a particularly difficult period" but recognized "the necessity for transformation"

"With strong dedication to our riders, team members, and valued sponsors, the choice has been made to rebrand and restructure the squad, moving departing from its present Israel-linked branding"

"Within sports, advancement often demands compromise, and this step is essential to securing the long-term viability of the organization"

Squad Background and Structure

The Israel-Premier Tech team, which features several UK riders among them multiple French cycling tour champion Chris Froome, is registered in Israel and controlled by Canadian-Israeli real estate billionaire Sylvan Adams

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

Recent Incidents and Protests

Throughout the three-week Spanish tour, multiple protests and disruptions occurred, primarily focusing on the involvement of the cycling team

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

The final stage of the tour around Madrid was called off following Palestinian-supporting protests that caused scuffles with cyclists and blocked the route in several places

Recent Developments

As part of the restructuring, squad owner Sylvan Adams will step back from his daily responsibilities and will cease speak on the squad's representation

This sixty-six-year-old entrepreneur has been closely associated with Benjamin Netanyahu's government and has previously referred to himself as a "unofficial ambassador to Israel"

International Reaction

International professional cycling governing body the UCI has stated it will persist to welcome Israeli competitors at its events despite demands for athletic sanctions

After United Nations commission findings that stated Israel has performed genocide against Palestinians in Gaza - a allegation that Israel denies - there have been growing demands for the country to be banned from international football tournaments

Context of Conflict

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

According to reports from the region's Hamas-run health department, at least 67,139 people have been killed in Israel's military actions in the territory since then

Perspective: Business Branding Considerations

The choice constitutes a major admission by the team and its owner Sylvan Adams that the inclusion of Brand Israel is creating discomfort in places such as elite athletics

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

The squad began largely thanks to the owner's passion for cycling, and belief that the activity can bring communities more united in regions of the globe distant from its continental traditional base

Despite several major cycling tour leg wins, the team has found the pace challenging to maintain at points at the elite level, and cannot afford to jeopardize sponsors such as Canada's agricultural chemical specialists Premier Tech

Being a multi-billionaire entrepreneur, Adams recognizes that business brand reputation is paramount