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During last month's Spanish cycling tour, the squad experienced several disruptions as pro-Palestinian demonstrators organized actions regarding the Israeli war in Gaza

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

"With strong commitment to our cyclists, staff, and important partners, the decision has been made to rebrand and re-brand the team, shifting away from its present Israel-linked branding"

"In sport, advancement often requires sacrifice, and this measure is essential to ensuring the long-term viability of the team"

Team Background and Composition

The Israel-Premier Tech squad, which features several UK cyclists including four-time French cycling tour winner Chris Froome, is Israeli-registered and owned by Canadian-Israeli real estate billionaire Sylvan Adams

Initially founded as Israel Cycling Academy in 2014, the team has been supported by Canada-based corporation Premier Tech since 2022

Recent Events and Demonstrations

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

Halfway during the race, the squad ceased using their complete name on their cycling uniforms

The last leg of the race around the Spanish capital was called off following pro-Palestinian demonstrations that resulted in altercations with cyclists and blocked the course in multiple places

Recent Changes

As part of the restructuring, squad proprietor Sylvan Adams will step back from his day-to-day role and will cease act on the team's representation

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

International Reaction

World professional cycling governing organization the UCI has stated it will persist to accept Israeli competitors at its competitions despite calls for sporting sanctions

Following United Nations investigation findings that stated the nation has committed mass killing against Palestinians in Gaza - a allegation that Israel rejects - there have been growing calls for the country to be suspended from global football tournaments

Background of Conflict

Israeli defense forces initiated a campaign in Gaza in reaction 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 taken hostage

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

Analysis: Corporate Branding Considerations

This choice represents a significant acknowledgment by the squad and its proprietor Sylvan Adams that the inclusion of Israeli branding is creating unease in environments such as elite athletics

Adams' involvement in Israeli politics is widely recognized, though not formally designated

The squad began largely due to the owner's passion for professional cycling, and belief that the activity can bring societies more united in regions of the globe away from its continental heartland

Despite several Grand Tour leg victories, Israel-Premier Tech has found the competition level hard going at points at the elite tier, and is unable to afford to lose financial backers such as Canadian agricultural chemical specialists Premier Tech

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