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During last month's Spanish cycling tour, the team experienced several interruptions as pro-Palestinian protesters organized actions regarding Israel's war in Gaza

Squad representatives described the recent period as "a particularly challenging time" but acknowledged "the necessity for transformation"

"Having steadfast dedication to our cyclists, team members, and valued sponsors, the decision has been made to rename and re-brand the squad, shifting away from its current Israel-linked branding"

"Within sports, progress often requires compromise, and this step is essential to securing the long-term viability of the team"

Squad History and Composition

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

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

Recent Events and Protests

Throughout the three-week Spanish tour, numerous protests and disruptions took place, mainly focusing on the involvement of the cycling team

Halfway through the competition, the team ceased using their complete name on their cycling uniforms

The final leg of the tour around the Spanish capital was cancelled following pro-Palestinian demonstrations that caused altercations with riders and obstructed the course in multiple places

Recent Changes

Within the restructuring, team proprietor Sylvan Adams will step back from his day-to-day responsibilities and will cease act on the squad's behalf

The 66-year-old entrepreneur has been strongly associated with the Israeli government and has previously referred to himself as a "self-appointed ambassador to Israel"

Global Reaction

World cycling regulatory organization the UCI has stated it will persist to welcome Israeli competitors at its competitions despite calls for sporting boycotts

Following UN investigation findings that stated Israel has performed mass killing against Palestinians in Gaza - a allegation that the government rejects - there have been increasing calls for the nation to be suspended from global football tournaments

Context of Conflict

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

According to data from the region's Hamas-controlled health ministry, at least 67,139 people have been fatally injured in Israeli attacks in the territory since then

Perspective: Corporate Branding Factors

The decision represents a significant admission by the squad and its owner Sylvan Adams that the presence of Israeli branding is creating unease in places such as elite athletics

The owner's engagement in Israeli politics is well known, though not officially designated

This squad started primarily due to the owner's passion for cycling, and conviction that the sport can unite communities more together in parts of the globe away from its continental heartland

Regardless of several Grand Tour leg victories, the team has experienced the competition level hard to maintain at times at the top level, and cannot afford to lose financial backers such as Canadian agricultural chemical experts Premier Tech

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