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Throughout the recent Spanish cycling tour, the squad faced several interruptions as pro-Palestinian protesters staged protests against Israel's war in Gaza

Squad officials described the past few months as "an incredibly difficult time" but recognized "the need for transformation"

"With strong dedication to our riders, team members, and valued sponsors, the decision has been made to rebrand and restructure the squad, moving departing from its present Israeli branding"

"In sport, advancement often requires compromise, and this step is essential to ensuring the future of the organization"

Squad Background and Structure

The 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 property billionaire Sylvan Adams

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

Recent Incidents and Demonstrations

During the 21-day Vuelta, multiple protests and disruptions occurred, primarily focusing on the participation of the Israel-Premier Tech

Midway through the competition, the squad stopped displaying their full team name on their cycling uniforms

The final leg of the tour around Madrid was cancelled following Palestinian-supporting demonstrations that caused scuffles with cyclists and obstructed the course in several locations

Recent Developments

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

This sixty-six-year-old businessman has been closely associated with Benjamin Netanyahu's administration and has previously described himself as a "self-appointed ambassador to the nation"

Global Response

World cycling governing organization the UCI has stated it will persist to welcome Israel-based competitors at its competitions despite demands for athletic boycotts

Following UN commission conclusions that declared Israel has performed genocide against Palestinians in Gaza - a allegation that the government rejects - there have been growing calls for the country to be banned from international football competition

Context of Conflict

The Israeli military initiated a operation in the Gaza Strip in reaction to the Hamas-led assault on southern regions of the country on 7 October 2023, during which approximately 1,200 people were murdered and 251 additional people were captured

According to data from the territory's Hamas-run health department, at least 67,139 people have been killed in Israel's attacks in the territory since that time

Analysis: Business Branding Factors

This choice represents a significant admission by the squad and its owner Sylvan Adams that the inclusion of Israeli branding is causing unease in places such as professional athletics

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

The squad began primarily due to Adams' passion for cycling, and belief that the sport can bring communities closer united in parts of the globe distant from its continental traditional base

Regardless of some Grand Tour leg victories, Israel-Premier Tech has found the pace hard going at times at the elite tier, and is unable to risk to lose sponsors such as Canadian agricultural chemical experts Premier Tech

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