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Throughout last month's Spanish cycling tour, the team faced multiple disruptions as pro-Palestinian demonstrators staged actions regarding the Israeli military campaign in the Gaza Strip

Team representatives described the recent period as "an incredibly challenging period" but acknowledged "the necessity for transformation"

"With strong dedication to our cyclists, team members, and important partners, the decision has been made to rebrand and re-brand the team, shifting departing from its current Israeli identity"

"Within sports, progress often requires sacrifice, and this step is essential to ensuring the future of the team"

Squad Background and Composition

Israel-Premier Tech team, which includes five British riders among them multiple French cycling tour champion Chris Froome, is Israeli-registered and owned by Canadian-Israeli property billionaire Sylvan Adams

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

Recent Events and Protests

During the three-week Vuelta, multiple protests and disruptions occurred, mainly focusing on the involvement of the Israel-Premier Tech

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

The last stage of the tour around Madrid was cancelled following pro-Palestinian protests that caused scuffles with cyclists and obstructed the course in several places

Recent Changes

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

The sixty-six-year-old businessman has been closely linked with Benjamin Netanyahu's administration and has previously referred to himself as a "self-appointed ambassador to the nation"

Global Response

International professional cycling regulatory organization the UCI has stated it will continue to accept Israel-based competitors at its competitions despite demands for athletic boycotts

After United Nations commission findings that stated the nation has performed genocide against Palestinians in the territory - a allegation that the government rejects - there have been growing calls for the nation to be suspended from global soccer tournaments

Context of Conflict

The Israeli military launched a operation in Gaza in response to the Hamas-organized assault on southern Israel on 7 October 2023, during which approximately 1,200 individuals were murdered and 251 others were captured

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

Analysis: Corporate Branding Factors

This choice constitutes a significant acknowledgment by the team and its proprietor Sylvan Adams that the presence of Israeli branding is causing unease in environments such as professional sport

The owner's engagement in Israel's politics is well known, although not formally assigned

The team began largely thanks to Adams' passion for cycling, and belief that the sport can bring societies more together in regions of the world away from its continental traditional base

Regardless of some major cycling tour stage victories, Israel-Premier Tech has experienced the competition level hard to maintain at times at the top tier, and cannot risk to lose financial backers such as Canadian pesticide specialists Premier Tech

As a multi-billionaire entrepreneur, Adams recognizes that corporate image is everything