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During the recent Spanish cycling tour, the team experienced several interruptions as Palestinian-supporting demonstrators staged protests regarding the Israeli war in the Gaza Strip

Team officials described the past few months as "an incredibly challenging time" but acknowledged "the necessity for transformation"

"With steadfast dedication to our cyclists, staff, and valued sponsors, the decision has been made to rename and restructure the team, moving away from its present Israel-linked branding"

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

Team History and Composition

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

Initially founded as Israel Cycling Academy in 2014, the team has been sponsored by Canada-based corporation Premier Tech since 2022

Recent Incidents and Demonstrations

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

Midway during the competition, the squad ceased displaying their full name on their cycling uniforms

The last stage of the tour around the Spanish capital was called off following Palestinian-supporting protests that resulted in scuffles with riders and obstructed the course in several locations

Recent Changes

As part of the changes, team owner Sylvan Adams will step back from his daily role and will no longer speak on the squad's behalf

The sixty-six-year-old entrepreneur has been strongly associated with the Israeli government and has formerly described himself as a "self-appointed representative to Israel"

Global Reaction

World professional cycling regulatory organization the UCI has declared it will continue to accept Israel-based athletes at its events despite demands for sporting boycotts

After UN commission findings that stated Israel has performed genocide against Palestinians in Gaza - a claim that Israel denies - there have been increasing demands for the nation to be suspended from global football competition

Context of Hostilities

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

Based on reports from the territory's Hamas-run health ministry, at least 67,139 people have been killed in Israeli military actions in the territory since that time

Analysis: Business Branding Factors

This choice constitutes a major admission by the squad and its owner Sylvan Adams that the presence of Israeli branding is causing discomfort in places such as professional sport

Adams' engagement in Israel's politics is widely recognized, though not formally designated

The squad began largely due to Adams' passion for professional cycling, and belief that the sport can unite communities more united in regions of the world distant from its continental heartland

Regardless of several major cycling tour leg wins, the team has found the pace challenging going at points at the elite tier, and is unable to risk to lose sponsors such as Canada's agricultural chemical specialists Premier Tech

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