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During the recent Vuelta a Espana, the team faced several interruptions as Palestinian-supporting protesters staged actions regarding the Israeli war in the Gaza Strip

Team representatives described the past few months as "a particularly challenging period" but recognized "the necessity for transformation"

"Having steadfast commitment to our riders, staff, and important partners, the decision has been made to rename and restructure the squad, shifting departing from its present Israeli branding"

"Within sports, progress often demands compromise, and this measure is essential to ensuring the future of the organization"

Squad History and Composition

The Israel-Premier Tech squad, which features five UK cyclists among them multiple French cycling tour champion Chris Froome, is registered in Israel and owned by Canadian-Israeli real estate billionaire Sylvan Adams

Originally established as the Cycling Academy in 2014, the organization has been supported by Canada-based corporation Premier Tech since 2022

Recent Incidents and Demonstrations

During the three-week Vuelta, numerous protests and interruptions occurred, mainly focusing on the involvement of the Israel-Premier Tech

Halfway through the race, the squad ceased using their complete team name on their jerseys

The last stage of the tour around Madrid was cancelled following pro-Palestinian protests that caused altercations with riders and blocked the route in multiple locations

Recent Changes

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

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

Global Response

World professional cycling governing body the UCI has stated it will persist to accept Israel-based competitors at its events despite demands for sporting sanctions

Following UN commission conclusions that stated Israel has performed genocide against Palestinians in the territory - a claim that the government denies - there have been growing demands for the nation to be banned from international football competition

Background of Hostilities

The Israeli defense forces initiated a operation in Gaza in response to the Hamas-organized attack on southern Israel on 7 October 2023, during which about 1,200 individuals were killed and 251 additional people were taken hostage

Based on reports from the territory's Hamas-controlled health department, at least 67,139 individuals have been fatally injured in Israeli military actions in the territory since then

Analysis: Business Branding Factors

The decision constitutes a major admission by the squad and its owner Sylvan Adams that the inclusion of Brand Israel is causing discomfort in environments such as elite sport

Adams' engagement in Israel's politics is widely recognized, though not officially designated

This team began largely thanks to Adams' passion for cycling, and conviction that the activity can unite communities more united in parts of the globe away from its continental traditional base

Despite several major cycling tour stage victories, the team has experienced the competition level hard to maintain at times at the top level, and cannot afford to lose financial backers such as Canadian pesticide specialists Premier Tech

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