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Throughout the recent Vuelta a Espana, the team experienced several disruptions as pro-Palestinian protesters staged protests regarding Israel's military campaign in Gaza

Squad representatives described the past few months as "an incredibly challenging time" but acknowledged "the necessity for transformation"

"Having steadfast commitment to our cyclists, staff, and important partners, the decision has been made to rename and restructure the squad, moving away from its current Israeli branding"

"Within sports, advancement often requires sacrifice, and this step is essential to ensuring the long-term viability of the team"

Team History and Composition

The Israel-Premier Tech squad, which includes five British riders among them four-time French cycling tour champion Chris Froome, is registered in Israel and controlled by Israeli-Canadian property tycoon Sylvan Adams

Initially founded as the Cycling Academy in 2014, the team has been sponsored by Canadian corporation Premier Tech since 2022

Recent Incidents and Protests

During the three-week Vuelta, multiple demonstrations and disruptions took place, primarily focusing on the participation of the Israel-Premier Tech

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

The final stage of the race around Madrid was cancelled following Palestinian-supporting demonstrations that caused scuffles with riders and obstructed the course in multiple locations

Recent Changes

As part of the restructuring, squad owner Sylvan Adams will withdraw from his daily role and will no longer act on the squad's representation

The 66-year-old businessman has been closely linked with the Israeli government and has previously described himself as a "self-appointed ambassador to Israel"

International Reaction

International professional cycling governing body the UCI has declared it will continue to accept Israeli competitors at its competitions despite calls for athletic boycotts

After UN investigation conclusions that declared Israel has committed mass killing against Palestinians in Gaza - a claim that Israel rejects - there have been increasing demands for the nation to be suspended from international football competition

Context of Conflict

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

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

Analysis: Corporate Branding Factors

The decision constitutes a significant admission by the team and its proprietor Sylvan Adams that the presence of Brand Israel is causing discomfort in environments such as professional sport

The owner's engagement in Israel's politics is well known, though not officially assigned

This team started largely thanks to Adams' enthusiasm for professional cycling, and belief that the sport can unite societies closer united in regions of the world away from its continental traditional base

Regardless of some Grand Tour stage victories, Israel-Premier Tech has found the pace challenging going at points at the top level, and cannot afford to jeopardize financial backers such as Canadian agricultural chemical experts Premier Tech

Being a billionaire entrepreneur, Adams recognizes that business image is everything