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During last month's Spanish cycling tour, the team experienced multiple disruptions as pro-Palestinian demonstrators organized actions regarding Israel's war in the Gaza Strip

Squad representatives described the recent period as "an incredibly challenging time" but acknowledged "the need for change"

"Having steadfast commitment to our riders, team members, and valued partners, the decision has been made to rebrand and re-brand the team, shifting departing from its current Israeli identity"

"In sport, advancement often requires compromise, and this step is essential to securing the long-term viability of the organization"

Squad History and Structure

Israel-Premier Tech team, which features five British riders among them multiple Tour de France champion Chris Froome, is Israeli-registered and owned by Israeli-Canadian property billionaire Sylvan Adams

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

Recent Events and Demonstrations

Throughout the three-week Vuelta, numerous protests and disruptions took place, primarily focusing on the participation of the Israel-Premier Tech

Halfway through the competition, the squad ceased using their complete team name on their cycling uniforms

The last leg of the tour around Madrid was cancelled following Palestinian-supporting protests that resulted in scuffles with riders and obstructed the course in several places

Recent Developments

As part of the changes, team owner Sylvan Adams will withdraw from his day-to-day responsibilities and will no longer speak on the squad's behalf

The 66-year-old businessman has been closely linked with the Israeli government and has formerly described himself as a "unofficial ambassador to the nation"

Global Response

World cycling regulatory body the UCI has declared it will persist to welcome Israeli athletes at its competitions despite demands for sporting boycotts

After United Nations investigation findings that stated Israel has performed mass killing against Palestinians in Gaza - a claim that Israel rejects - there have been increasing calls for the nation to be banned from global soccer tournaments

Context of Hostilities

Israeli military launched a operation in the Gaza Strip in reaction to the Hamas-organized attack on southern regions of Israel on October 7th 2023, during which approximately 1,200 people were murdered and 251 others were captured

According to data from the region's Hamas-run health department, at least 67,139 people have been fatally injured in Israeli military actions in the territory since that time

Analysis: Business Image Considerations

The decision represents a significant acknowledgment by the team and its owner Sylvan Adams that the presence of Brand Israel is causing unease in environments such as elite athletics

Adams' engagement in Israeli politics is widely recognized, although not formally assigned

The squad started primarily due to Adams' passion for professional cycling, and belief that the sport can bring communities closer together in regions of the world away from its continental heartland

Despite several Grand Tour leg victories, Israel-Premier Tech has experienced the competition level challenging to maintain at points at the elite tier, and is unable to risk to jeopardize sponsors such as Canada's pesticide specialists Premier Tech

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