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During last month's Vuelta a Espana, the squad experienced multiple interruptions as Palestinian-supporting demonstrators staged protests against the Israeli military campaign in the Gaza Strip

Team officials characterized the recent period as "a particularly challenging period" but recognized "the necessity for change"

"With steadfast dedication to our riders, staff, and valued sponsors, the decision has been made to rebrand and re-brand the team, shifting departing from its current Israel-linked identity"

"Within sports, advancement often requires compromise, and this measure is crucial to securing the long-term viability of the team"

Team History and Structure

Israel-Premier Tech team, which includes several UK riders including four-time Tour de France champion Chris Froome, is Israeli-registered and owned by Canadian-Israeli real estate tycoon Sylvan Adams

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

Recent Incidents and Demonstrations

During the 21-day Spanish tour, numerous protests and disruptions occurred, primarily targeting the participation of the Israel-Premier Tech

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

The last leg of the tour around the Spanish capital was called off following Palestinian-supporting demonstrations that resulted in altercations with cyclists and obstructed the course in several places

Recent Changes

Within the changes, squad owner Sylvan Adams will step back from his daily role and will cease speak on the squad's representation

The sixty-six-year-old entrepreneur has been closely associated with Benjamin Netanyahu's government and has formerly described himself as a "unofficial representative to the nation"

International Reaction

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

After United Nations investigation findings that declared the nation has committed genocide against Palestinians in the territory - a allegation that the government rejects - there have been growing calls for the nation to be banned from global soccer competition

Background of Hostilities

Israeli military launched a operation in Gaza in reaction to the Hamas-organized attack on southern the country 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-controlled health department, at least 67,139 people have been killed in Israel's military actions in the territory since then

Analysis: Corporate Image Factors

The decision represents a major acknowledgment by the team and its owner Sylvan Adams that the inclusion of Israeli branding is causing discomfort in environments such as elite athletics

Adams' engagement in Israeli political affairs is well known, though not formally assigned

This squad started primarily due to the owner's enthusiasm for cycling, and belief that the activity can unite societies more together in regions of the world away from its continental heartland

Regardless of several Grand Tour leg wins, the team has experienced the competition level challenging going at points at the elite level, and cannot risk to lose financial backers such as Canada's pesticide experts Premier Tech

As a billionaire entrepreneur, Adams recognizes that corporate brand reputation is everything