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During last month's Spanish cycling tour, the team faced multiple disruptions as Palestinian-supporting protesters staged protests regarding the Israeli war in the Gaza Strip

Squad officials characterized the recent period as "a particularly difficult period" but recognized "the necessity for transformation"

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

"Within sports, progress often requires sacrifice, and this step is crucial to securing the long-term viability of the organization"

Team Background and Composition

Israel-Premier Tech team, which features five British riders among them multiple French cycling tour winner Chris Froome, is Israeli-registered and owned by Canadian-Israeli real estate tycoon Sylvan Adams

Initially founded 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, multiple protests and interruptions occurred, mainly focusing on the participation of the cycling team

Halfway through the race, the squad stopped displaying their complete name on their cycling uniforms

The final stage of the tour around the Spanish capital was cancelled following Palestinian-supporting protests that resulted in altercations with riders and obstructed the route in multiple places

Recent Developments

As part of the restructuring, team proprietor Sylvan Adams will withdraw from his day-to-day role and will no longer speak on the squad's behalf

The sixty-six-year-old entrepreneur has been strongly linked with the Israeli administration and has formerly referred to himself as a "unofficial representative to Israel"

Global Reaction

International professional cycling regulatory body the UCI has declared it will continue to welcome Israeli competitors at its competitions despite calls for sporting boycotts

After UN commission conclusions that stated the nation has committed genocide against Palestinian people in the territory - a claim that the government rejects - there have been growing calls for the country to be suspended from international soccer competition

Background of Hostilities

The Israeli defense forces initiated a operation in the Gaza Strip in response to the Hamas-led attack on southern the country on October 7th 2023, during which about 1,200 people were killed and 251 others were captured

Based on data from the territory's Hamas-controlled health ministry, at least 67,139 people have been killed in Israel's attacks in Gaza since then

Analysis: Corporate Image Considerations

This choice constitutes a significant acknowledgment by the team and its proprietor Sylvan Adams that the inclusion of Israeli branding is creating discomfort in environments such as professional athletics

The owner's involvement in Israeli politics is widely recognized, though not formally designated

This team began primarily thanks to the owner's enthusiasm for professional cycling, and conviction that the activity can bring communities closer united in parts of the globe distant from its European heartland

Regardless of several major cycling tour stage wins, Israel-Premier Tech has found the competition level challenging going at times at the top level, and is unable to risk to lose sponsors such as Canadian pesticide experts Premier Tech

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