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During last month's Spanish cycling tour, the squad experienced several disruptions as pro-Palestinian demonstrators organized actions regarding Israel's military campaign in Gaza

Squad representatives characterized the recent period as "a particularly challenging period" but acknowledged "the need for change"

"Having strong commitment to our riders, team members, and important partners, the decision has been made to rebrand and re-brand the squad, shifting departing from its present Israel-linked identity"

"Within sports, advancement often requires sacrifice, and this step is crucial to securing the future of the organization"

Team History and Structure

Israel-Premier Tech team, which features five British cyclists among them four-time French cycling tour winner Chris Froome, is Israeli-registered and owned by Israeli-Canadian property tycoon Sylvan Adams

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

Recent Events and Demonstrations

During the 21-day Vuelta, multiple protests and disruptions took place, mainly targeting the participation of the cycling team

Midway during the competition, the squad stopped displaying their complete name on their jerseys

The last leg of the tour around Madrid was cancelled following Palestinian-supporting demonstrations that resulted in scuffles with cyclists and blocked the route in multiple places

Recent Changes

As part of the changes, squad 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 entrepreneur has been strongly linked with Benjamin Netanyahu's administration and has formerly described himself as a "self-appointed representative to the nation"

International Reaction

International professional cycling regulatory organization the UCI has declared it will persist to accept Israel-based athletes at its competitions despite calls for sporting sanctions

Following UN commission findings that declared the nation has performed genocide against Palestinians in Gaza - a allegation that the government denies - there have been increasing demands for the country to be banned from global soccer competition

Background of Hostilities

The Israeli military initiated a campaign in the Gaza Strip in response to the Hamas-led attack on southern the country on 7 October 2023, during which about 1,200 people were murdered and 251 additional people were captured

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

Analysis: Corporate Branding Considerations

This decision constitutes a significant admission by the team and its owner Sylvan Adams that the presence of Brand Israel is creating discomfort in environments such as professional athletics

The owner's engagement in Israeli political affairs is widely recognized, although not formally designated

The team started primarily due to Adams' enthusiasm for professional cycling, and belief that the activity can bring communities more together in parts of the world distant from its European traditional base

Despite some major cycling tour leg victories, the team has found the competition level hard going at times at the elite tier, and is unable to afford to lose financial backers such as Canadian agricultural chemical specialists Premier Tech

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