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During last month's Vuelta a Espana, the team faced several disruptions as pro-Palestinian protesters staged actions against Israel's war in Gaza

Team representatives characterized the recent period as "an incredibly challenging period" but acknowledged "the need for change"

"Having strong commitment to our cyclists, team members, and valued partners, the decision has been made to rebrand and re-brand the squad, shifting away from its current Israel-linked identity"

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

Squad History and Structure

The Israel-Premier Tech team, which includes five UK cyclists among them multiple Tour de France winner Chris Froome, is registered in Israel and controlled by Israeli-Canadian property billionaire Sylvan Adams

Originally established as the Cycling Academy in 2014, the organization has been supported by Canadian corporation Premier Tech since 2022

Recent Events and Demonstrations

Throughout the 21-day Vuelta, multiple demonstrations and disruptions took place, primarily targeting the involvement of the Israel-Premier Tech

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

The final stage of the tour around Madrid was cancelled following pro-Palestinian demonstrations that resulted in altercations with riders and obstructed the course in multiple locations

Recent Changes

As part of the restructuring, squad owner Sylvan Adams will withdraw from his day-to-day responsibilities and will cease speak on the team's representation

This sixty-six-year-old businessman has been closely associated with the Israeli government and has formerly described himself as a "unofficial representative to the nation"

Global Reaction

World cycling regulatory body the UCI has stated it will continue to welcome Israel-based competitors at its events despite demands for sporting sanctions

After UN commission findings that declared Israel has performed genocide against Palestinians in Gaza - a allegation that Israel denies - there have been growing demands for the country to be suspended from global soccer competition

Background of Hostilities

Israeli military launched a campaign in Gaza in reaction to the Hamas-organized attack on southern the country on October 7th 2023, during which approximately 1,200 people were killed and 251 additional people were captured

According to data from the territory's Hamas-controlled health ministry, at least 67,139 people have been fatally injured in Israel's attacks in the territory since that time

Perspective: Business Branding Considerations

This choice constitutes a major admission by the squad and its proprietor Sylvan Adams that the presence of Brand Israel is creating discomfort in places such as professional athletics

The owner's engagement in Israeli politics is widely recognized, although not formally designated

The team began largely thanks to the owner's enthusiasm for professional cycling, and conviction that the activity can unite communities more united in parts of the world distant from its continental heartland

Despite some major cycling tour leg wins, the team has found the pace hard to maintain at points at the top level, and cannot afford to jeopardize sponsors such as Canadian agricultural chemical specialists Premier Tech

Being a billionaire businessman, Adams recognizes that corporate brand reputation is paramount