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Throughout the recent Vuelta a Espana, the team experienced several disruptions as pro-Palestinian demonstrators organized protests regarding Israel's military campaign in Gaza

Team officials characterized the recent period as "a particularly difficult time" but recognized "the need for change"

"With strong dedication to our riders, staff, and valued sponsors, the choice has been made to rebrand and restructure the team, shifting departing from its current Israeli identity"

"In sport, advancement often requires sacrifice, and this step is crucial to ensuring the future of the organization"

Squad Background and Composition

Israel-Premier Tech squad, which includes several UK riders including multiple French cycling tour champion Chris Froome, is Israeli-registered and owned by Canadian-Israeli real estate billionaire Sylvan Adams

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

Recent Events and Demonstrations

Throughout the three-week Spanish tour, multiple demonstrations and interruptions took place, primarily targeting the participation of the cycling team

Halfway during the competition, the squad ceased using their complete team name on their jerseys

The final stage of the race around Madrid was called off following Palestinian-supporting demonstrations that resulted in scuffles with cyclists and obstructed the route in multiple locations

Recent Developments

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

This 66-year-old businessman has been closely linked with the Israeli government and has previously described himself as a "self-appointed representative to Israel"

International Response

World professional cycling governing body the UCI has declared it will persist to welcome Israel-based athletes at its events despite demands for sporting boycotts

Following UN commission conclusions that stated the nation has committed genocide against Palestinians in Gaza - a allegation that Israel rejects - there have been growing calls for the nation to be suspended from international football competition

Background of Conflict

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

Based on reports from the territory's Hamas-controlled health ministry, at least 67,139 individuals have been killed in Israeli attacks in the territory since then

Perspective: Corporate Branding Factors

The decision constitutes a significant admission by the squad and its owner Sylvan Adams that the inclusion of Israeli branding is creating unease in environments such as elite sport

Adams' involvement in Israeli politics is well known, though not officially designated

The squad started primarily thanks to Adams' enthusiasm for professional cycling, and belief that the activity can unite communities more together in regions of the world distant from its European heartland

Regardless of some major cycling tour leg wins, the team has found the pace hard going at points at the top level, and is unable to afford to jeopardize financial backers such as Canada's pesticide specialists Premier Tech

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