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Throughout last month's Vuelta a Espana, the squad experienced multiple disruptions as pro-Palestinian protesters organized actions against Israel's military campaign in Gaza

Team representatives described the past few months as "an incredibly challenging time" but recognized "the need for transformation"

"Having strong dedication to our riders, staff, and important partners, the decision has been made to rename and re-brand the squad, moving away from its present Israel-linked identity"

"Within sports, progress often demands sacrifice, and this measure is crucial to ensuring the future of the organization"

Team Background and Structure

The Israel-Premier Tech squad, which features several UK riders among them multiple Tour de France champion Chris Froome, is registered in Israel and controlled by Canadian-Israeli real estate tycoon Sylvan Adams

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

Recent Events and Protests

During the three-week Spanish tour, numerous protests and interruptions took place, mainly targeting the participation of the cycling team

Midway during the competition, the team ceased displaying their complete team name on their cycling uniforms

The last stage of the tour around the Spanish capital was cancelled following pro-Palestinian protests that caused scuffles with cyclists and blocked the route in several places

Recent Developments

As part of the changes, team owner Sylvan Adams will step back from his day-to-day responsibilities and will cease speak on the squad's behalf

This 66-year-old entrepreneur has been strongly linked with Benjamin Netanyahu's administration and has previously described himself as a "self-appointed ambassador to Israel"

International Reaction

World professional cycling regulatory organization the UCI has stated it will persist to welcome Israel-based competitors at its events despite calls for athletic boycotts

Following United Nations commission findings that declared the nation has performed genocide against Palestinians in the territory - a allegation that Israel denies - there have been growing calls for the country to be banned from international soccer competition

Context of Hostilities

The Israeli defense forces initiated a operation in Gaza in reaction to the Hamas-organized attack on southern regions of the country on October 7th 2023, during which about 1,200 people were murdered and 251 additional people were taken hostage

Based on data from the territory's Hamas-run health ministry, at least 67,139 people have been fatally injured in Israel's military actions in Gaza since that time

Perspective: Corporate Branding Factors

The decision constitutes a significant acknowledgment by the squad and its owner Sylvan Adams that the presence of Brand Israel is creating discomfort in environments such as professional sport

Adams' involvement in Israel's politics is widely recognized, although not formally designated

This team began primarily thanks to the owner's enthusiasm for cycling, and belief that the sport can unite societies more united in regions of the globe distant from its continental traditional base

Regardless of several major cycling tour stage victories, Israel-Premier Tech has experienced the competition level hard going at times at the top tier, and cannot afford to jeopardize sponsors such as Canada's agricultural chemical experts Premier Tech

Being a billionaire businessman, Adams recognizes that business image is paramount