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During last month's Vuelta a Espana, the team faced multiple interruptions as Palestinian-supporting protesters organized protests against Israel's war in Gaza

Squad officials described the recent period as "an incredibly difficult time" but acknowledged "the need for change"

"With steadfast dedication to our riders, staff, and important sponsors, the decision has been made to rebrand and restructure the team, shifting departing from its present Israel-linked identity"

"In sport, progress often requires compromise, and this measure is essential to securing the future of the team"

Squad History and Structure

Israel-Premier Tech team, which features five British riders including multiple French cycling tour champion Chris Froome, is Israeli-registered and controlled by Israeli-Canadian real estate billionaire Sylvan Adams

Initially founded as Israel Cycling Academy in 2014, the organization has been supported by Canada-based company Premier Tech since 2022

Recent Incidents and Protests

Throughout the three-week Vuelta, numerous protests and disruptions occurred, mainly targeting the participation of the Israel-Premier Tech

Midway during the race, the squad ceased using their complete name on their jerseys

The last leg of the tour around Madrid was called off following Palestinian-supporting protests that caused scuffles with riders and obstructed the course in several places

Recent Developments

As part of the restructuring, squad proprietor Sylvan Adams will step back from his day-to-day responsibilities and will no longer act on the squad's representation

The 66-year-old businessman has been strongly associated with the Israeli government and has previously described himself as a "self-appointed representative to Israel"

International Reaction

World cycling governing body the UCI has stated it will continue to accept Israel-based athletes at its competitions despite calls for sporting sanctions

After United Nations commission findings that stated the nation has committed genocide against Palestinian people in Gaza - a allegation that the government denies - there have been increasing demands for the country to be suspended from international soccer competition

Context of Conflict

The Israeli military launched a campaign in Gaza in response to the Hamas-organized attack on southern Israel on 7 October 2023, during which about 1,200 people were killed and 251 others were captured

Based on data from the territory's Hamas-controlled health ministry, at least 67,139 individuals have been fatally injured in Israeli military actions in Gaza since that time

Perspective: Corporate Branding Considerations

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

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

This team began primarily thanks to Adams' enthusiasm for cycling, and belief that the sport can unite societies closer united in parts of the globe away from its European heartland

Despite several major cycling tour stage wins, Israel-Premier Tech has experienced the pace hard to maintain at points at the elite tier, and cannot risk to lose sponsors such as Canadian agricultural chemical experts Premier Tech

Being a multi-billionaire businessman, Adams recognizes that corporate brand reputation is everything