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Throughout last month's Vuelta a Espana, the team experienced multiple disruptions as pro-Palestinian protesters organized protests regarding Israel's war in the Gaza Strip

Team officials described the past few months as "a particularly difficult period" but acknowledged "the need for change"

"With strong dedication to our cyclists, team members, and valued partners, the decision has been made to rebrand and restructure the team, shifting away from its present Israeli branding"

"Within sports, advancement often demands compromise, and this measure is crucial to ensuring the long-term viability of the team"

Squad History and Composition

Israel-Premier Tech team, which includes several UK cyclists among them four-time Tour de France champion Chris Froome, is Israeli-registered and controlled by Canadian-Israeli real estate billionaire Sylvan Adams

Originally established as Israel Cycling Academy in 2014, the team has been supported by Canada-based company Premier Tech since 2022

Recent Incidents and Protests

During the 21-day Spanish tour, numerous protests and interruptions took place, primarily targeting the participation of the Israel-Premier Tech

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

The last stage of the race around the Spanish capital was called off following Palestinian-supporting demonstrations that caused scuffles with cyclists and blocked the route in several locations

Recent Changes

As part of the restructuring, squad proprietor Sylvan Adams will step back from his day-to-day role and will cease act on the team's behalf

This sixty-six-year-old businessman has been closely associated with the Israeli government and has previously described himself as a "unofficial ambassador to Israel"

International Response

International cycling governing body the UCI has stated it will continue to accept Israel-based athletes at its events despite demands for sporting sanctions

Following United Nations investigation conclusions that stated Israel has performed mass killing against Palestinian people in Gaza - a allegation that Israel rejects - there have been growing demands for the nation to be suspended from international football tournaments

Context of Hostilities

Israeli military launched a operation in Gaza in reaction to the Hamas-led assault on southern the country on 7 October 2023, during which approximately 1,200 people were murdered and 251 additional people were taken hostage

Based on data from the region's Hamas-run health department, at least 67,139 individuals have been killed in Israel's attacks in the territory since then

Perspective: Corporate Branding Considerations

This choice represents a significant admission by the squad and its owner Sylvan Adams that the inclusion of Brand Israel is causing unease in places such as professional sport

Adams' involvement in Israeli politics is widely recognized, though not formally assigned

This team started largely due to Adams' passion for professional cycling, and conviction that the sport can unite societies more together in parts of the world distant from its European heartland

Despite several major cycling tour stage wins, the team has found the pace challenging going at times at the top tier, and cannot afford to jeopardize financial backers such as Canadian pesticide experts Premier Tech

As a billionaire entrepreneur, Adams recognizes that corporate brand reputation is paramount