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During the recent Vuelta a Espana, the team faced multiple disruptions as Palestinian-supporting demonstrators organized protests regarding the Israeli military campaign in the Gaza Strip

Team representatives described the recent period as "a particularly difficult time" but recognized "the need for change"

"Having steadfast commitment to our riders, team members, and valued sponsors, the choice has been made to rebrand and restructure the team, shifting departing from its present Israel-linked branding"

"In sport, advancement often demands compromise, and this step is crucial to securing the long-term viability of the team"

Squad Background and Composition

The Israel-Premier Tech team, which includes several UK cyclists including multiple French cycling tour champion Chris Froome, is registered in Israel and owned by Israeli-Canadian real estate billionaire Sylvan Adams

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

Recent Incidents and Protests

Throughout the three-week Vuelta, multiple demonstrations and interruptions occurred, primarily targeting the involvement of the Israel-Premier Tech

Halfway through the race, the team stopped displaying their complete team name on their jerseys

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

Recent Developments

Within the changes, squad proprietor Sylvan Adams will withdraw from his day-to-day responsibilities and will cease speak on the squad's representation

This 66-year-old entrepreneur has been closely linked with the Israeli administration and has previously referred to himself as a "self-appointed ambassador to the nation"

Global Response

International professional cycling regulatory organization the UCI has stated it will persist to accept Israeli competitors at its competitions despite calls for sporting boycotts

After UN commission conclusions that declared the nation has performed genocide against Palestinian people in Gaza - a allegation that the government rejects - there have been growing calls for the country to be banned from international football tournaments

Background of Hostilities

Israeli defense forces launched a campaign in Gaza in reaction to the Hamas-led assault on southern regions of the country on October 7th 2023, during which approximately 1,200 people were murdered and 251 others were taken hostage

Based on data from the territory's Hamas-controlled health department, at least 67,139 people have been killed in Israeli attacks in the territory since that time

Analysis: Corporate Branding Factors

This decision constitutes a significant acknowledgment by the squad and its owner Sylvan Adams that the presence of Brand Israel is creating unease in places such as professional sport

The owner's engagement in Israeli politics is well known, although not officially assigned

The team started largely due to Adams' passion for cycling, and belief that the sport can unite societies more together in regions of the world distant from its continental traditional base

Regardless of some major cycling tour stage wins, the team has experienced the competition level hard to maintain at times at the elite level, and is unable to risk to jeopardize sponsors such as Canada's agricultural chemical experts Premier Tech

Being a multi-billionaire businessman, Adams understands that business brand reputation is paramount