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During last month's Spanish cycling tour, the team faced several disruptions as pro-Palestinian demonstrators staged protests against Israel's war in the Gaza Strip

Team representatives described the past few months as "an incredibly difficult period" but acknowledged "the necessity for change"

"Having steadfast commitment to our cyclists, team members, and important partners, the choice has been made to rename and restructure the team, shifting away from its current Israel-linked branding"

"In sport, progress often requires sacrifice, and this measure is essential to securing the future of the team"

Squad Background and Structure

The Israel-Premier Tech squad, which features several British cyclists among them multiple Tour de France winner Chris Froome, is Israeli-registered and controlled by Israeli-Canadian property tycoon Sylvan Adams

Originally founded as the Cycling Academy in 2014, the organization has been supported by Canadian company Premier Tech since 2022

Recent Events and Protests

During the three-week Vuelta, numerous demonstrations and disruptions occurred, mainly focusing on the participation of the cycling team

Halfway through the race, the team stopped using their full name on their jerseys

The final leg of the race around Madrid was cancelled following Palestinian-supporting demonstrations that resulted in altercations with riders and blocked the course in multiple places

Recent Changes

Within the restructuring, team proprietor Sylvan Adams will step back from his day-to-day responsibilities and will no longer speak on the squad's behalf

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

International Response

International cycling governing organization the UCI has declared it will persist to accept Israeli athletes at its competitions despite demands for athletic sanctions

Following UN commission conclusions that stated Israel has performed genocide against Palestinian people in the territory - a claim that the government rejects - there have been increasing calls for the nation to be suspended from international soccer competition

Background of Conflict

The Israeli defense forces launched a campaign in the Gaza Strip in reaction to the Hamas-led attack on southern Israel on October 7th 2023, during which about 1,200 people were murdered and 251 others were captured

Based on reports from the region's Hamas-run health ministry, at least 67,139 individuals have been fatally injured in Israel's military actions in Gaza since then

Analysis: Corporate Branding Considerations

This decision represents a significant acknowledgment by the squad and its proprietor Sylvan Adams that the inclusion of Brand Israel is creating discomfort in environments such as professional sport

The owner's engagement in Israel's political affairs is well known, though not formally designated

The squad began largely due to the owner's enthusiasm for professional cycling, and conviction that the sport can unite communities closer united in regions of the world distant from its European heartland

Despite some major cycling tour leg victories, the team has found the pace hard going at times at the elite tier, and is unable to risk to lose sponsors such as Canadian agricultural chemical experts Premier Tech

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