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During the recent Vuelta a Espana, the squad experienced multiple disruptions as Palestinian-supporting demonstrators organized protests against the Israeli war in the Gaza Strip

Team officials described the past few months as "a particularly challenging time" but recognized "the necessity for transformation"

"With steadfast dedication to our cyclists, team members, and valued sponsors, the decision has been made to rebrand and re-brand the team, moving departing from its current Israeli identity"

"In sport, progress often demands sacrifice, and this step is essential to securing the future of the organization"

Team History and Composition

The Israel-Premier Tech team, which includes several British cyclists among them four-time Tour de France champion Chris Froome, is Israeli-registered and owned by Canadian-Israeli property tycoon Sylvan Adams

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

Recent Events and Protests

Throughout the 21-day Vuelta, numerous protests and interruptions occurred, mainly focusing on the involvement of the Israel-Premier Tech

Midway during the competition, the team stopped using their full team name on their cycling uniforms

The final leg of the tour around Madrid was cancelled following pro-Palestinian protests that caused scuffles with riders and blocked the route in multiple locations

Recent Changes

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

The sixty-six-year-old businessman has been strongly associated with Benjamin Netanyahu's administration and has formerly described himself as a "self-appointed representative to Israel"

Global Response

World cycling governing organization the UCI has stated it will persist to accept Israeli competitors at its events despite calls for athletic sanctions

After UN commission findings that stated the nation has committed genocide against Palestinians in Gaza - a allegation that the government rejects - there have been growing calls for the country to be suspended from global football competition

Context of Hostilities

The Israeli military 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 additional people were captured

Based on reports from the region's Hamas-controlled health department, at least 67,139 individuals have been fatally injured in Israeli attacks in the territory since that time

Analysis: Business Branding Considerations

This choice represents a significant acknowledgment by the squad and its proprietor Sylvan Adams that the presence of Israeli branding is creating unease in places such as professional athletics

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

The squad started largely due to the owner's passion for professional cycling, and conviction that the sport can bring communities more together in parts of the world distant from its European traditional base

Regardless of several Grand Tour leg wins, Israel-Premier Tech has experienced the pace hard going at points at the top tier, and is unable to afford to lose financial backers such as Canada's pesticide experts Premier Tech

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