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During the recent Spanish cycling tour, the squad faced several disruptions as pro-Palestinian protesters staged actions against Israel's military campaign in Gaza

Team representatives characterized the recent period as "a particularly challenging time" but acknowledged "the necessity for transformation"

"With strong dedication to our riders, staff, and valued sponsors, the decision has been made to rebrand and restructure the squad, moving departing from its present Israel-linked branding"

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

Team History and Composition

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

Initially established as Israel Cycling Academy in 2014, the organization has been supported by Canadian company Premier Tech since 2022

Recent Events and Demonstrations

Throughout the 21-day Spanish tour, multiple demonstrations and disruptions took place, mainly targeting the involvement of the cycling team

Midway during the race, the team ceased displaying their complete team name on their cycling uniforms

The final stage of the race around the Spanish capital was cancelled following Palestinian-supporting protests that caused altercations with cyclists and obstructed the route in multiple locations

Recent Changes

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

This sixty-six-year-old entrepreneur has been strongly linked with Benjamin Netanyahu's administration and has formerly referred to himself as a "self-appointed representative to the nation"

Global Response

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

Following United Nations commission conclusions that declared the nation has committed genocide against Palestinian people in Gaza - a allegation that Israel rejects - there have been growing demands for the nation to be suspended from global soccer tournaments

Context of Conflict

Israeli defense forces initiated a operation in Gaza in response to the Hamas-led assault on southern regions of Israel on October 7th 2023, during which about 1,200 people were killed and 251 others were taken hostage

According to reports from the region's Hamas-run health department, at least 67,139 individuals have been fatally injured in Israeli military actions in the territory since that time

Perspective: Corporate Image Factors

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

The owner's engagement in Israeli politics is well known, though not formally assigned

This team started primarily due to Adams' enthusiasm for professional cycling, and conviction that the sport can unite communities closer united in regions of the globe away from its European traditional base

Despite some major cycling tour leg victories, Israel-Premier Tech has found the competition level challenging going at points at the top tier, and cannot risk to jeopardize sponsors such as Canada's pesticide specialists Premier Tech

Being a multi-billionaire entrepreneur, Adams recognizes that corporate brand reputation is paramount