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During last month's Spanish cycling tour, the squad faced multiple interruptions as pro-Palestinian protesters staged protests regarding the Israeli war in Gaza

Squad officials characterized the recent period as "an incredibly challenging time" but recognized "the necessity for transformation"

"With steadfast commitment to our riders, staff, and important partners, the decision has been made to rename and restructure the team, moving away from its present Israeli branding"

"In sport, progress often requires sacrifice, and this step is essential to ensuring the future of the organization"

Team Background and Structure

Israel-Premier Tech team, which features several UK riders including four-time French cycling tour winner Chris Froome, is registered in Israel and owned by Israeli-Canadian property tycoon Sylvan Adams

Initially established as the Cycling Academy in 2014, the organization has been sponsored by Canadian corporation Premier Tech since 2022

Recent Incidents and Protests

Throughout the three-week Spanish tour, multiple protests and disruptions took place, mainly targeting the involvement of the cycling team

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

The last leg of the tour around the Spanish capital was called off following Palestinian-supporting demonstrations that resulted in scuffles with cyclists and obstructed the course in several places

Recent Changes

Within the restructuring, squad proprietor Sylvan Adams will withdraw from his daily responsibilities and will no longer act on the squad's representation

The 66-year-old entrepreneur has been strongly associated with Benjamin Netanyahu's administration and has previously described himself as a "unofficial ambassador to Israel"

Global Reaction

World cycling governing organization the UCI has declared it will continue to accept Israeli athletes at its competitions despite calls for athletic sanctions

Following UN investigation findings that stated the nation has committed mass killing against Palestinian people in the territory - a allegation that the government rejects - there have been increasing calls for the nation to be banned from international football competition

Context of Conflict

Israeli defense forces launched a campaign in the Gaza Strip in reaction to the Hamas-led attack on southern regions of the country on October 7th 2023, during which about 1,200 people were killed and 251 additional people were captured

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

Perspective: Business Branding Factors

The choice represents a major acknowledgment by the squad and its owner Sylvan Adams that the inclusion of Israeli branding is creating discomfort in places such as professional athletics

The owner's engagement in Israel's politics is well known, although not officially assigned

The squad started primarily due to the owner's enthusiasm for professional cycling, and conviction that the activity can unite communities closer together in parts of the globe away from its continental heartland

Regardless of several Grand Tour stage wins, the team has experienced the competition level challenging going at points at the elite tier, and cannot afford to jeopardize financial backers such as Canadian agricultural chemical specialists Premier Tech

Being a billionaire businessman, Adams understands that business brand reputation is everything