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Throughout last month's Vuelta a Espana, the team experienced multiple interruptions as pro-Palestinian demonstrators organized protests regarding the Israeli war in Gaza

Team representatives described the recent period as "a particularly difficult time" but acknowledged "the need for change"

"Having steadfast dedication to our cyclists, team members, and important partners, the choice has been made to rebrand and restructure the squad, moving away from its present Israeli identity"

"In sport, advancement often requires compromise, and this step is crucial to securing the long-term viability of the organization"

Squad History and Composition

Israel-Premier Tech team, which features five British riders among them four-time Tour de France winner Chris Froome, is Israeli-registered and owned by Israeli-Canadian property tycoon Sylvan Adams

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

Recent Events and Demonstrations

During the 21-day Vuelta, multiple demonstrations and interruptions occurred, primarily focusing on the participation of the cycling team

Halfway through the competition, the team ceased displaying their full team name on their jerseys

The last stage of the tour around the Spanish capital was called off following pro-Palestinian demonstrations that resulted in scuffles with riders and blocked the route in several places

Recent Developments

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

This 66-year-old entrepreneur has been closely associated with Benjamin Netanyahu's government and has previously referred to himself as a "self-appointed ambassador to Israel"

Global Response

World professional cycling regulatory organization the UCI has declared it will continue to accept Israel-based athletes at its competitions despite demands for sporting sanctions

After United Nations commission findings that stated Israel has performed genocide against Palestinian people in Gaza - a claim that Israel denies - there have been growing demands for the country to be suspended from global football tournaments

Context of Hostilities

Israeli defense forces launched a operation in the Gaza Strip in response to the Hamas-organized attack on southern the country on 7 October 2023, during which approximately 1,200 individuals were killed and 251 additional people were captured

According to data from the territory's Hamas-run health department, at least 67,139 people have been fatally injured in Israel's attacks 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 Israeli branding is creating discomfort in environments such as elite athletics

Adams' engagement in Israeli political affairs is well known, though not formally designated

The squad started largely due to the owner's passion for cycling, and belief that the sport can bring societies closer united in regions of the world away from its European traditional base

Despite some major cycling tour stage wins, Israel-Premier Tech has experienced the pace hard going at points at the top tier, and is unable to risk to lose sponsors such as Canadian pesticide experts Premier Tech

As a billionaire businessman, Adams understands that business brand reputation is everything