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During the recent Vuelta a Espana, the team faced several disruptions as Palestinian-supporting protesters staged actions against the Israeli military campaign in the Gaza Strip

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

"With steadfast dedication to our riders, staff, and valued partners, the choice has been made to rebrand and re-brand the team, moving departing from its present Israeli branding"

"In sport, advancement often demands compromise, and this step is crucial to ensuring the long-term viability of the organization"

Team History and Composition

Israel-Premier Tech squad, which features several UK riders among them four-time Tour de France winner Chris Froome, is registered in Israel and owned by Israeli-Canadian property billionaire Sylvan Adams

Originally founded as Israel Cycling Academy in 2014, the team has been supported by Canadian company Premier Tech since 2022

Recent Events and Demonstrations

Throughout the three-week Spanish tour, numerous demonstrations and interruptions occurred, primarily focusing on the involvement of the cycling team

Halfway during the race, the squad ceased using their full name on their cycling uniforms

The final leg of the race around the Spanish capital was called off following pro-Palestinian demonstrations that caused scuffles with cyclists and obstructed the course in multiple locations

Recent Developments

Within the changes, squad owner Sylvan Adams will withdraw from his daily responsibilities and will cease act on the team's behalf

This sixty-six-year-old entrepreneur has been closely linked with Benjamin Netanyahu's government and has formerly referred to himself as a "unofficial ambassador to Israel"

Global Response

World professional cycling governing body the UCI has declared it will persist to accept Israel-based competitors at its events despite calls for sporting boycotts

Following United Nations commission conclusions that declared Israel has committed mass killing against Palestinians in the territory - a claim that the government denies - there have been increasing demands for the country to be banned from international soccer tournaments

Background of Hostilities

The Israeli military launched a campaign in the Gaza Strip in reaction to the Hamas-organized assault on southern regions of the country on 7 October 2023, during which approximately 1,200 people were killed and 251 additional people were captured

According to reports from the region's Hamas-run health department, at least 67,139 individuals have been fatally injured in Israel's attacks in the territory since that time

Analysis: Corporate Branding Considerations

This decision represents a major acknowledgment by the team and its proprietor Sylvan Adams that the inclusion of Brand Israel is causing discomfort in environments such as elite sport

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

This squad began primarily due to Adams' enthusiasm for professional cycling, and conviction that the activity can unite societies closer united in regions of the world away from its continental heartland

Regardless of several major cycling tour stage victories, the team has experienced the pace hard to maintain at times at the top level, and is unable to afford to lose financial backers such as Canada's pesticide experts Premier Tech

Being a billionaire entrepreneur, Adams understands that business image is everything