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Throughout last month's Spanish cycling tour, the team faced multiple interruptions as pro-Palestinian protesters staged protests regarding the Israeli war in Gaza

Team representatives described the recent period as "a particularly challenging period" but acknowledged "the need for transformation"

"With steadfast commitment to our riders, staff, and important partners, the choice has been made to rebrand and restructure the team, shifting departing from its present Israeli identity"

"In sport, progress often requires compromise, and this measure is crucial to securing the long-term viability of the team"

Squad History and Structure

The Israel-Premier Tech team, which includes several British cyclists including four-time French cycling tour winner Chris Froome, is registered in Israel and controlled by Israeli-Canadian real estate tycoon Sylvan Adams

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

Recent Events and Protests

During the 21-day Spanish tour, multiple protests and disruptions occurred, mainly focusing on the participation of the Israel-Premier Tech

Midway through the race, the team ceased displaying their complete team name on their jerseys

The final stage of the tour around the Spanish capital was called off following pro-Palestinian demonstrations that caused scuffles with riders and obstructed the course in multiple locations

Recent Changes

As part of the restructuring, squad owner Sylvan Adams will step back from his day-to-day role and will no longer speak on the team's representation

The sixty-six-year-old entrepreneur has been closely linked with the Israeli government and has previously referred to himself as a "unofficial representative to the nation"

Global Response

International professional cycling regulatory body the UCI has stated it will continue to welcome Israeli competitors at its events despite calls for sporting boycotts

After United Nations commission conclusions that stated the nation has performed genocide against Palestinians in the territory - a allegation that Israel rejects - there have been growing demands for the nation to be suspended from global football competition

Background of Hostilities

Israeli military launched a campaign in the Gaza Strip in response to the Hamas-led attack on southern the country on 7 October 2023, during which approximately 1,200 individuals were murdered and 251 additional people were taken hostage

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

Perspective: Business Branding Factors

This choice constitutes a significant admission by the team and its owner Sylvan Adams that the presence of Israeli branding is creating discomfort in places such as elite athletics

Adams' engagement in Israel's political affairs is widely recognized, though not officially designated

This team started primarily due to the owner's passion for professional cycling, and conviction that the sport can bring societies more united in regions of the globe away from its continental heartland

Despite several Grand Tour leg wins, the team has found the pace challenging to maintain at times at the top level, and is unable to afford to jeopardize financial backers such as Canada's agricultural chemical specialists Premier Tech

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