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During last month's Vuelta a Espana, the team faced several disruptions as Palestinian-supporting demonstrators staged protests against the Israeli war in Gaza

Squad officials described the past few months as "a particularly difficult period" but acknowledged "the necessity for transformation"

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

"In sport, progress often demands compromise, and this measure is crucial to securing the future of the team"

Team Background and Structure

Israel-Premier Tech team, which includes several UK cyclists among them four-time Tour de France champion Chris Froome, is Israeli-registered and controlled by Israeli-Canadian real estate billionaire Sylvan Adams

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

Recent Events and Demonstrations

Throughout the three-week Spanish tour, numerous protests and disruptions occurred, primarily focusing on the involvement of the Israel-Premier Tech

Midway through the race, the squad stopped using their full name on their cycling uniforms

The last stage of the race around Madrid was called off following pro-Palestinian protests that resulted in scuffles with cyclists and blocked the course in multiple places

Recent Developments

As part of the restructuring, team proprietor Sylvan Adams will step back from his daily responsibilities and will cease speak on the squad's representation

The 66-year-old entrepreneur has been strongly associated with Benjamin Netanyahu's government and has formerly described himself as a "self-appointed ambassador to the nation"

Global Response

International cycling regulatory organization the UCI has declared it will persist to welcome Israeli athletes at its competitions despite calls for athletic boycotts

Following United Nations commission findings that stated Israel has committed mass killing against Palestinians in Gaza - a allegation that Israel denies - there have been growing demands for the country to be suspended from international soccer tournaments

Background of Conflict

The Israeli military initiated a operation in the Gaza Strip in response to the Hamas-led attack on southern regions of Israel on October 7th 2023, during which approximately 1,200 people were murdered and 251 additional people were captured

According to reports from the region's Hamas-run health ministry, at least 67,139 people have been killed in Israeli military actions in the territory since then

Analysis: Corporate Branding Factors

The decision represents a major acknowledgment by the squad and its proprietor Sylvan Adams that the presence of Brand Israel is creating discomfort in environments such as elite sport

Adams' engagement in Israel's political affairs is widely recognized, although not officially designated

This squad began largely thanks to the owner's enthusiasm for cycling, and conviction that the sport can unite societies closer together in regions of the world distant from its European traditional base

Despite several Grand Tour leg wins, the team has found the competition level challenging to maintain at times at the top tier, and cannot afford to lose sponsors such as Canadian pesticide specialists Premier Tech

Being a multi-billionaire businessman, Adams recognizes that corporate image is everything