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Throughout the recent Spanish cycling tour, the team faced multiple interruptions as Palestinian-supporting protesters organized protests regarding Israel's war in the Gaza Strip

Team officials characterized the past few months as "an incredibly challenging period" but acknowledged "the necessity for change"

"With strong commitment to our riders, staff, and valued partners, the decision has been made to rebrand and restructure the squad, shifting away from its current Israeli identity"

"Within sports, advancement often requires compromise, and this step is essential to securing the future of the team"

Team History and Structure

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

Originally founded as the Cycling Academy in 2014, the team has been supported by Canada-based company Premier Tech since 2022

Recent Incidents and Protests

During the 21-day Spanish tour, multiple protests and disruptions took place, mainly targeting the participation of the cycling team

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

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

Recent Developments

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

The sixty-six-year-old entrepreneur has been strongly linked with the Israeli administration and has formerly described himself as a "unofficial representative to the nation"

Global Response

World professional cycling regulatory organization the UCI has declared it will persist to welcome Israel-based athletes at its competitions despite demands for sporting sanctions

Following UN commission findings that declared the nation has performed mass killing against Palestinian people in Gaza - a allegation that the government rejects - there have been growing demands for the country to be banned from international soccer tournaments

Background of Conflict

The Israeli defense forces initiated a campaign in the Gaza Strip in reaction to the Hamas-organized attack on southern regions of Israel on 7 October 2023, during which about 1,200 individuals were killed and 251 others were taken hostage

Based on reports from the region's Hamas-run health ministry, at least 67,139 people have been killed in Israeli military actions in the territory since then

Perspective: Business Branding Factors

This decision constitutes a significant admission by the team and its owner Sylvan Adams that the presence of Brand Israel is causing unease in places such as professional athletics

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

This team started primarily thanks to Adams' passion for cycling, and belief that the sport can unite communities closer united in regions of the world away from its continental heartland

Despite several major cycling tour leg victories, Israel-Premier Tech has found the pace challenging to maintain at times at the elite level, and cannot afford to lose financial backers such as Canada's agricultural chemical experts Premier Tech

Being a billionaire businessman, Adams understands that business brand reputation is everything