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During the recent Vuelta a Espana, the team experienced several interruptions as pro-Palestinian protesters staged actions regarding Israel's war in the Gaza Strip

Team representatives characterized the recent period as "an incredibly difficult period" but recognized "the necessity for transformation"

"Having steadfast commitment to our riders, staff, and valued sponsors, the choice has been made to rebrand and restructure the team, shifting away from its present Israel-linked branding"

"Within sports, progress often demands sacrifice, and this measure is crucial to securing the long-term viability of the team"

Team Background and Composition

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

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

Recent Incidents and Protests

During the 21-day Spanish tour, numerous demonstrations and disruptions occurred, primarily focusing on the participation of the cycling team

Halfway during the competition, the squad stopped displaying their full name on their cycling uniforms

The last leg of the tour around the Spanish capital was cancelled following pro-Palestinian demonstrations that caused altercations with riders and blocked the course in multiple locations

Recent Changes

As part of the restructuring, squad owner Sylvan Adams will step back from his daily role and will no longer speak on the team's behalf

The 66-year-old entrepreneur has been closely linked with Benjamin Netanyahu's administration and has formerly referred to himself as a "self-appointed representative to Israel"

International Reaction

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

Following United Nations commission conclusions that declared Israel has committed mass killing against Palestinians in Gaza - a allegation that the government denies - there have been increasing demands for the nation to be banned from international football tournaments

Context of Conflict

The Israeli military initiated a campaign in the Gaza Strip in reaction to the Hamas-led attack on southern Israel on October 7th 2023, during which approximately 1,200 individuals were killed and 251 others were taken hostage

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

Perspective: Corporate Branding Factors

This decision represents a major admission by the squad and its proprietor Sylvan Adams that the inclusion of Brand Israel is creating unease in places such as elite sport

The owner's involvement in Israel's political affairs is widely recognized, though not formally designated

This squad started primarily thanks to the owner's passion for cycling, and conviction that the sport can unite societies more united in regions of the globe away from its continental heartland

Regardless of several Grand Tour stage wins, Israel-Premier Tech has experienced the pace hard to maintain at times at the elite level, and cannot risk to lose financial backers such as Canada's agricultural chemical specialists Premier Tech

Being a billionaire businessman, Adams understands that corporate image is everything