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Throughout last month's Spanish cycling tour, the team faced multiple interruptions as Palestinian-supporting demonstrators organized actions regarding the Israeli military campaign in the Gaza Strip

Team representatives characterized the past few months as "a particularly difficult time" but recognized "the need for change"

"With steadfast commitment to our riders, team members, and important partners, the choice has been made to rename and re-brand the team, shifting departing from its current Israel-linked branding"

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

Team History and Structure

Israel-Premier Tech squad, which features several UK cyclists including four-time French cycling tour champion Chris Froome, is registered in Israel and owned by Canadian-Israeli property tycoon Sylvan Adams

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

Recent Incidents and Protests

Throughout the 21-day Vuelta, numerous protests and disruptions occurred, primarily focusing on the participation of the cycling team

Halfway during the competition, the team stopped displaying their full team name on their jerseys

The last stage of the race around Madrid was cancelled following pro-Palestinian demonstrations that caused scuffles with riders and blocked the route in several locations

Recent Changes

Within the changes, squad owner Sylvan Adams will withdraw from his daily responsibilities and will cease speak on the squad's representation

The 66-year-old entrepreneur has been strongly associated with Benjamin Netanyahu's administration and has formerly referred to himself as a "self-appointed ambassador to Israel"

International Response

International cycling governing organization the UCI has declared it will persist to welcome Israel-based competitors at its competitions despite calls for sporting boycotts

Following UN investigation conclusions that stated Israel has committed mass killing against Palestinians in Gaza - a claim that the government rejects - there have been increasing calls for the nation to be banned from global football tournaments

Background of Conflict

The Israeli defense forces initiated a operation in the Gaza Strip in response to the Hamas-organized assault on southern regions of Israel on October 7th 2023, during which approximately 1,200 individuals were killed and 251 additional people were taken hostage

According to data from the region's Hamas-controlled health ministry, at least 67,139 people have been fatally injured in Israeli attacks in Gaza since then

Analysis: Business Branding Considerations

The choice represents a major admission by the team and its proprietor Sylvan Adams that the inclusion of Brand Israel is causing unease in environments such as professional athletics

The owner's engagement in Israel's political affairs is well known, although not officially designated

This team started largely due to the owner's passion for professional cycling, and conviction that the sport can bring communities closer together in parts of the globe away from its continental heartland

Regardless of several major cycling tour stage wins, the team has experienced the competition level challenging going at times at the elite tier, and cannot afford to lose sponsors such as Canadian pesticide experts Premier Tech

Being a billionaire businessman, Adams recognizes that corporate image is paramount