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During last month's Spanish cycling tour, the squad faced multiple disruptions as pro-Palestinian demonstrators organized protests against Israel's military campaign in Gaza

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

"Having strong dedication to our riders, team members, and valued sponsors, the decision has been made to rebrand and restructure the squad, shifting away from its present Israel-linked identity"

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

Team Background and Composition

The Israel-Premier Tech squad, which includes five British cyclists including four-time French cycling tour winner Chris Froome, is registered in Israel and controlled by Canadian-Israeli real estate billionaire Sylvan Adams

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

Recent Incidents and Protests

Throughout the 21-day Spanish tour, multiple protests and disruptions took place, mainly focusing on the involvement of the Israel-Premier Tech

Halfway during the race, the team stopped displaying their complete team name on their cycling uniforms

The final leg of the race around Madrid was called off following Palestinian-supporting protests that caused altercations with cyclists and obstructed the route in multiple places

Recent Developments

As part of the restructuring, squad proprietor Sylvan Adams will withdraw from his daily responsibilities and will cease speak on the squad's behalf

This 66-year-old businessman has been strongly associated with Benjamin Netanyahu's government and has formerly described himself as a "unofficial ambassador to Israel"

International Response

World cycling governing body the UCI has stated it will continue to welcome Israel-based competitors at its events despite demands for athletic sanctions

After UN commission conclusions that declared Israel has committed mass killing against Palestinians in Gaza - a claim that Israel rejects - there have been increasing calls for the country to be suspended from international soccer tournaments

Background of Hostilities

Israeli military initiated a campaign in the Gaza Strip in response to the Hamas-led attack on southern the country on October 7th 2023, during which approximately 1,200 individuals were murdered 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 Israel's attacks in the territory since then

Analysis: Corporate Branding Factors

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

Adams' involvement in Israel's politics is well known, although not officially designated

The team began primarily thanks to Adams' enthusiasm for professional cycling, and belief that the sport can bring communities closer together in regions of the world distant from its continental heartland

Despite several major cycling tour stage wins, Israel-Premier Tech has found the pace challenging going at times at the top tier, and cannot risk to jeopardize sponsors such as Canadian agricultural chemical specialists Premier Tech

Being a multi-billionaire businessman, Adams understands that business image is everything