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During the recent Spanish cycling tour, the squad experienced multiple interruptions as pro-Palestinian demonstrators organized actions against the Israeli war in Gaza

Team officials described the past few months as "an incredibly difficult period" but recognized "the necessity for transformation"

"With steadfast commitment to our cyclists, team members, and important partners, the decision has been made to rename and re-brand the team, moving away from its present Israeli identity"

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

Team Background and Structure

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

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

Recent Incidents and Demonstrations

During the three-week Vuelta, numerous protests and interruptions occurred, mainly focusing on the participation of the cycling team

Midway through the competition, the team ceased using their full name on their cycling uniforms

The last leg of the tour around the Spanish capital was called off following Palestinian-supporting protests that resulted in altercations with riders and blocked the course in several places

Recent Developments

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

This 66-year-old entrepreneur has been strongly associated with the Israeli government and has formerly described himself as a "unofficial representative to the nation"

International Response

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

After UN commission conclusions that stated Israel has committed genocide against Palestinians in the territory - a allegation that the government denies - there have been increasing demands for the nation to be banned from international soccer tournaments

Context of Hostilities

Israeli defense forces launched a campaign in Gaza in response to the Hamas-organized attack on southern regions of Israel on 7 October 2023, during which about 1,200 people were killed and 251 additional people were captured

Based on data from the region's Hamas-run health department, at least 67,139 people have been killed in Israel's military actions in Gaza since then

Perspective: Corporate Branding Considerations

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

The owner's engagement in Israel's politics is well known, though not formally designated

The squad began primarily due to Adams' passion for cycling, and belief that the activity can unite communities more together in regions of the globe distant from its European heartland

Despite several major cycling tour stage wins, the team has found the competition level challenging to maintain at points at the elite tier, and is unable to afford to jeopardize sponsors such as Canadian pesticide specialists Premier Tech

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