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During last month's Vuelta a Espana, the team experienced several disruptions as pro-Palestinian protesters organized protests against the Israeli military campaign in Gaza

Squad representatives characterized the past few months as "an incredibly difficult time" but recognized "the need for transformation"

"With strong commitment to our cyclists, team members, and valued sponsors, the choice has been made to rebrand and restructure the team, moving departing from its present Israeli branding"

"In sport, advancement often demands sacrifice, and this measure is crucial to securing the long-term viability of the organization"

Team Background and Composition

The Israel-Premier Tech squad, which includes five British riders including multiple Tour de France champion Chris Froome, is Israeli-registered and owned by Israeli-Canadian property tycoon Sylvan Adams

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

Recent Events and Protests

During the three-week Vuelta, multiple protests and interruptions occurred, mainly focusing on the participation of the cycling team

Halfway through the competition, the squad stopped displaying their full team name on their jerseys

The final leg of the race around the Spanish capital was cancelled following pro-Palestinian protests that caused altercations with cyclists and blocked the course in several locations

Recent Changes

Within the changes, team owner Sylvan Adams will withdraw from his day-to-day role and will no longer speak on the squad's representation

The 66-year-old businessman has been strongly associated with the Israeli government and has formerly referred to himself as a "unofficial representative to the nation"

International Response

International professional cycling governing organization the UCI has stated it will persist to welcome Israel-based athletes at its competitions despite demands for athletic boycotts

Following UN commission conclusions that stated the nation has committed mass killing against Palestinians in Gaza - a claim that Israel denies - there have been growing calls for the nation to be banned from international football tournaments

Background of Hostilities

The Israeli military initiated a campaign in the Gaza Strip in reaction to the Hamas-led assault on southern Israel on October 7th 2023, during which about 1,200 people were murdered and 251 others were captured

Based on data from the territory's Hamas-run health department, at least 67,139 individuals have been fatally injured in Israeli attacks in the territory since that time

Perspective: Business Image Factors

The decision constitutes a major admission by the team and its owner Sylvan Adams that the inclusion of Israeli branding is creating unease in places such as professional sport

Adams' engagement in Israel's politics is well known, though not formally designated

The squad started primarily thanks to Adams' enthusiasm for cycling, and belief that the activity can bring societies closer united in parts of the globe away from its European traditional base

Despite several major cycling tour stage victories, Israel-Premier Tech has experienced the competition level challenging to maintain at points at the elite level, and is unable to afford to lose sponsors such as Canadian agricultural chemical specialists Premier Tech

Being a billionaire businessman, Adams understands that corporate brand reputation is paramount