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

Team officials described the past few months as "a particularly difficult period" but recognized "the need for change"

"With steadfast dedication to our cyclists, team members, and important partners, the choice has been made to rename and re-brand the squad, shifting departing from its current Israeli branding"

"Within sports, progress often requires sacrifice, and this step is crucial to securing the future of the organization"

Squad History and Composition

Israel-Premier Tech squad, which includes several British riders among them four-time French cycling tour champion Chris Froome, is Israeli-registered and owned by Canadian-Israeli real estate tycoon Sylvan Adams

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

Recent Incidents and Protests

During the three-week Spanish tour, numerous protests and disruptions took place, mainly targeting the participation of the cycling team

Halfway during the race, the team ceased displaying their complete name on their jerseys

The final stage of the race around Madrid was cancelled following Palestinian-supporting demonstrations that resulted in scuffles with riders and obstructed the course in multiple places

Recent Changes

Within the changes, squad owner Sylvan Adams will withdraw from his daily responsibilities and will no longer speak on the team's representation

The sixty-six-year-old entrepreneur has been strongly associated with Benjamin Netanyahu's government and has previously described himself as a "unofficial ambassador to the nation"

International Reaction

International cycling governing body the UCI has stated it will persist to welcome Israeli athletes at its events despite demands for sporting boycotts

After United Nations commission findings that stated Israel has committed genocide against Palestinians in Gaza - a claim that the government rejects - there have been growing demands for the country to be banned from international football competition

Background of Hostilities

Israeli military launched a campaign in the Gaza Strip in response to the Hamas-led assault on southern regions of the country on 7 October 2023, during which approximately 1,200 people were killed and 251 additional people were taken hostage

Based on reports from the territory's Hamas-run health department, at least 67,139 individuals have been fatally injured in Israel's military actions in Gaza since that time

Perspective: Business Branding Factors

This choice constitutes a major admission by the team and its proprietor Sylvan Adams that the presence of Brand Israel is creating unease in environments such as professional athletics

Adams' involvement in Israeli politics is widely recognized, although not officially designated

The team began largely thanks to Adams' passion for professional cycling, and belief that the activity can unite communities more united in parts of the world distant from its continental traditional base

Despite some major cycling tour leg victories, the team has experienced the competition level challenging going at points at the top level, and cannot risk to lose sponsors such as Canada's pesticide experts Premier Tech

Being a multi-billionaire businessman, Adams understands that business brand reputation is paramount