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During last month's Spanish cycling tour, the team faced multiple interruptions as Palestinian-supporting protesters organized protests regarding Israel's war in Gaza

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

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

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

Squad History and Composition

The Israel-Premier Tech team, which features several British cyclists among them multiple Tour de France winner Chris Froome, is registered in Israel and owned by Israeli-Canadian real estate tycoon Sylvan Adams

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

Recent Incidents and Protests

Throughout the 21-day Spanish tour, multiple demonstrations and disruptions occurred, primarily targeting the participation of the Israel-Premier Tech

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

The final stage of the tour around the Spanish capital was called off following Palestinian-supporting demonstrations that resulted in scuffles with cyclists and blocked the route in multiple locations

Recent Developments

As part of the restructuring, team proprietor Sylvan Adams will step back from his daily responsibilities and will no longer speak on the squad's behalf

This sixty-six-year-old entrepreneur has been closely linked with the Israeli administration and has formerly described himself as a "unofficial ambassador to the nation"

Global Response

International professional cycling regulatory body the UCI has stated it will continue to accept Israeli athletes at its competitions despite demands for sporting boycotts

Following United Nations investigation conclusions that declared Israel has committed genocide against Palestinians in the territory - a allegation that Israel denies - there have been increasing calls for the nation 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 Israel on 7 October 2023, during which approximately 1,200 individuals were murdered and 251 additional people were captured

According to reports from the territory's Hamas-controlled health ministry, at least 67,139 people have been fatally injured in Israel's military actions in Gaza since that time

Analysis: Business Image Factors

The choice constitutes a major admission by the squad and its proprietor Sylvan Adams that the presence of Brand Israel is creating unease in places such as elite sport

The owner's involvement in Israel's politics is widely recognized, although not officially assigned

The team began largely due to Adams' enthusiasm for cycling, and conviction that the activity can bring communities closer together in regions of the world distant from its continental heartland

Regardless of several Grand Tour stage wins, Israel-Premier Tech has experienced the competition level hard going at times at the top level, and cannot afford to lose sponsors such as Canada's agricultural chemical specialists Premier Tech

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