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Throughout the recent Spanish cycling tour, the team faced multiple disruptions as pro-Palestinian demonstrators organized protests against the Israeli military campaign in Gaza

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

"With strong commitment to our riders, team members, and valued sponsors, the decision has been made to rename and restructure the team, moving away from its current Israeli branding"

"In sport, progress often requires compromise, and this measure is essential to securing the long-term viability of the team"

Team Background and Composition

The Israel-Premier Tech squad, which features five UK riders including multiple Tour de France winner Chris Froome, is registered in Israel and owned by Canadian-Israeli property tycoon Sylvan Adams

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

Recent Events and Protests

Throughout the three-week Vuelta, numerous demonstrations and disruptions occurred, mainly targeting the involvement of the cycling team

Halfway during the race, the team stopped using their complete name on their cycling uniforms

The final leg of the race around the Spanish capital was cancelled following pro-Palestinian protests that caused altercations with cyclists and blocked the course in several locations

Recent Changes

Within the restructuring, squad proprietor Sylvan Adams will withdraw from his daily role and will cease act on the squad's representation

The 66-year-old entrepreneur has been closely associated with the Israeli administration and has formerly referred to himself as a "unofficial representative to Israel"

Global Reaction

International professional cycling governing body the UCI has declared it will continue to accept Israel-based athletes at its competitions despite demands for sporting boycotts

Following UN commission findings that declared Israel has performed mass killing against Palestinian people in Gaza - a claim that the government denies - there have been growing demands for the country to be banned from global soccer competition

Context of Conflict

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

Based on data from the region's Hamas-controlled health department, at least 67,139 people have been fatally injured in Israeli military actions in Gaza since then

Analysis: Business Branding Factors

This choice represents a major acknowledgment by the team and its proprietor Sylvan Adams that the presence of Israeli branding is causing unease in places such as professional sport

The owner's engagement in Israeli politics is widely recognized, though not officially designated

This team started largely thanks to Adams' passion for cycling, and belief that the sport can bring communities more united in parts of the globe distant from its continental heartland

Regardless of several Grand Tour leg victories, Israel-Premier Tech has experienced the pace hard going at times at the elite tier, and cannot afford to jeopardize financial backers such as Canada's agricultural chemical specialists Premier Tech

Being a billionaire businessman, Adams understands that corporate brand reputation is paramount