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During the recent Vuelta a Espana, the team experienced several interruptions as pro-Palestinian demonstrators staged actions against the Israeli military campaign in Gaza

Team representatives described the recent period as "an incredibly challenging period" but recognized "the necessity for transformation"

"Having steadfast dedication to our riders, staff, and important sponsors, the choice has been made to rebrand and restructure the squad, shifting away from its present Israel-linked identity"

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

Squad Background and Structure

The Israel-Premier Tech team, which features several British riders including four-time French cycling tour champion Chris Froome, is Israeli-registered and controlled by Canadian-Israeli real estate tycoon Sylvan Adams

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

Recent Incidents and Protests

Throughout the three-week Vuelta, multiple protests and disruptions occurred, primarily targeting the involvement of the cycling team

Halfway through the race, the squad ceased using their full name on their cycling uniforms

The final leg of the race around Madrid was cancelled following Palestinian-supporting protests that resulted in altercations with riders and obstructed the route in multiple places

Recent Changes

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

The 66-year-old businessman has been closely linked with Benjamin Netanyahu's government and has previously referred to himself as a "unofficial ambassador to Israel"

International Reaction

International cycling governing organization the UCI has declared it will persist to welcome Israel-based athletes at its competitions despite calls for sporting boycotts

Following United Nations investigation conclusions that stated the nation has committed genocide against Palestinian people in the territory - a claim that the government rejects - there have been growing demands for the country to be banned from global soccer tournaments

Context of Conflict

Israeli defense forces initiated a operation in the Gaza Strip in response to the Hamas-led assault on southern the country on 7 October 2023, during which about 1,200 individuals were murdered and 251 others were taken hostage

Based on data from the region's Hamas-controlled health ministry, at least 67,139 individuals have been fatally injured in Israeli attacks in the territory since then

Analysis: Corporate Branding Factors

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

The owner's involvement in Israel's political affairs is widely recognized, though not officially designated

The squad began largely due to Adams' passion for professional cycling, and conviction that the activity can unite societies closer united in regions of the globe away from its European traditional base

Regardless of some major cycling tour leg wins, Israel-Premier Tech has found the competition level hard going at points at the top level, and is unable to afford to jeopardize sponsors such as Canadian pesticide specialists Premier Tech

As a multi-billionaire entrepreneur, Adams understands that corporate image is everything