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Throughout last month's Spanish cycling tour, the squad faced multiple interruptions as Palestinian-supporting demonstrators organized protests against the Israeli military campaign in Gaza

Squad representatives characterized the past few months as "an incredibly challenging time" but acknowledged "the necessity for change"

"Having steadfast dedication to our riders, team members, and valued partners, the decision has been made to rebrand and restructure the team, moving away from its current Israel-linked identity"

"Within sports, advancement often demands compromise, and this step is essential to ensuring the long-term viability of the organization"

Squad Background and Structure

The Israel-Premier Tech squad, which includes several UK cyclists among them multiple French cycling tour champion Chris Froome, is registered in Israel and owned by Israeli-Canadian property tycoon Sylvan Adams

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

Recent Incidents and Demonstrations

During the three-week Vuelta, multiple protests and interruptions took place, mainly targeting the involvement of the Israel-Premier Tech

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

The last stage of the race around the Spanish capital was cancelled following Palestinian-supporting demonstrations that resulted in scuffles with cyclists and blocked the course in multiple locations

Recent Changes

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

The sixty-six-year-old businessman has been strongly linked with the Israeli administration and has formerly referred to himself as a "unofficial ambassador to the nation"

International Response

International professional cycling regulatory organization the UCI has stated it will continue to welcome Israel-based competitors at its events despite demands for athletic boycotts

After United Nations investigation findings that declared Israel has performed genocide against Palestinians in the territory - a allegation that the government rejects - there have been increasing calls for the nation to be suspended from global soccer tournaments

Background of Hostilities

Israeli defense forces initiated a operation in Gaza in response to the Hamas-led assault on southern Israel on October 7th 2023, during which about 1,200 people were killed and 251 others were captured

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

Analysis: Corporate Branding Considerations

The choice constitutes a major acknowledgment by the squad and its owner Sylvan Adams that the presence of Israeli branding is causing unease in places such as elite sport

The owner's involvement in Israel's politics is well known, although not formally assigned

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

Regardless of several Grand Tour leg wins, the team has experienced the pace challenging to maintain at points at the elite tier, and is unable to afford to lose financial backers such as Canada's pesticide experts Premier Tech

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