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During last month's Spanish cycling tour, the team faced multiple disruptions as Palestinian-supporting demonstrators staged protests against the Israeli military campaign in Gaza

Team officials described the recent period as "an incredibly difficult time" but recognized "the necessity for transformation"

"With steadfast commitment to our riders, staff, and valued partners, the decision has been made to rebrand and re-brand the squad, moving departing from its present Israeli identity"

"In sport, advancement often demands compromise, and this step is crucial to ensuring the long-term viability of the team"

Team Background and Structure

The Israel-Premier Tech squad, which includes several British cyclists including four-time Tour de France champion Chris Froome, is registered in Israel and controlled by Canadian-Israeli property tycoon Sylvan Adams

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

Recent Events and Protests

Throughout the three-week Spanish tour, numerous protests and disruptions occurred, mainly focusing on the participation of the Israel-Premier Tech

Midway through the competition, the squad ceased using their complete team name on their cycling uniforms

The last stage of the tour around Madrid was called off following Palestinian-supporting protests that resulted in altercations with cyclists and blocked the route in multiple places

Recent Developments

Within the changes, team proprietor Sylvan Adams will step back from his daily responsibilities and will no longer act on the team's behalf

This 66-year-old entrepreneur has been strongly associated with Benjamin Netanyahu's government and has formerly referred to himself as a "unofficial representative to the nation"

Global Response

International cycling regulatory organization the UCI has declared it will persist to welcome Israeli competitors at its competitions despite calls for athletic boycotts

After UN commission findings that declared Israel has performed mass killing against Palestinians in Gaza - a allegation that the government rejects - there have been growing demands for the country to be suspended from international soccer competition

Context of Hostilities

The Israeli military launched a campaign in Gaza in reaction to the Hamas-organized assault on southern Israel on October 7th 2023, during which approximately 1,200 individuals were killed and 251 additional people were captured

Based on data from the region's Hamas-controlled health department, at least 67,139 people have been killed in Israel's military actions in Gaza since that time

Analysis: Business Image Considerations

This choice constitutes a significant acknowledgment by the team and its owner Sylvan Adams that the presence of Brand Israel is creating discomfort in places such as elite sport

Adams' engagement in Israel's political affairs is well known, though not officially assigned

This team began primarily due to Adams' enthusiasm for professional cycling, and conviction that the activity can bring communities closer united in regions of the globe distant from its European traditional base

Regardless of several major cycling tour leg wins, Israel-Premier Tech has experienced the pace challenging to maintain at points at the top level, and cannot risk to lose sponsors such as Canadian pesticide experts Premier Tech

Being a multi-billionaire businessman, Adams understands that business brand reputation is everything