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Throughout last month's Spanish cycling tour, the team experienced multiple interruptions as pro-Palestinian demonstrators staged protests regarding Israel's war in the Gaza Strip

Squad officials described the recent period as "an incredibly challenging period" but recognized "the need for change"

"With steadfast dedication to our cyclists, staff, and valued sponsors, the choice has been made to rebrand and restructure the squad, shifting away from its current Israeli branding"

"In sport, advancement often requires sacrifice, and this step is essential to securing the future of the team"

Team History and Composition

The Israel-Premier Tech team, which includes five UK cyclists including four-time Tour de France winner Chris Froome, is registered in Israel and owned by Israeli-Canadian real estate tycoon Sylvan Adams

Initially established as the Cycling Academy in 2014, the organization has been sponsored by Canadian corporation Premier Tech since 2022

Recent Incidents and Demonstrations

Throughout the three-week Spanish tour, numerous demonstrations and disruptions took place, primarily targeting the participation of the cycling team

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

The final stage of the race around the Spanish capital was cancelled following pro-Palestinian protests that caused altercations with cyclists and obstructed the route in multiple places

Recent Developments

Within the changes, squad owner Sylvan Adams will step back from his daily role and will no longer speak on the team's behalf

The sixty-six-year-old entrepreneur has been strongly associated with the Israeli administration and has formerly described himself as a "self-appointed ambassador to the nation"

International Reaction

World cycling governing organization the UCI has stated it will continue to accept Israel-based athletes at its competitions despite calls for sporting sanctions

Following UN commission findings that declared the nation has committed mass killing against Palestinians in the territory - a claim that the government denies - there have been growing demands for the country to be suspended from international football competition

Context of Conflict

The Israeli defense forces initiated a operation in the Gaza Strip in response to the Hamas-organized attack on southern regions of the country on October 7th 2023, during which approximately 1,200 individuals were killed and 251 others were taken hostage

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

Analysis: Business Branding Considerations

This choice constitutes a major acknowledgment by the team and its owner Sylvan Adams that the inclusion of Brand Israel is creating unease in environments such as professional athletics

The owner's involvement in Israel's politics is well known, though not formally assigned

The squad started largely due to Adams' passion for cycling, and conviction that the activity can unite societies more together in parts of the world distant from its European traditional base

Despite several Grand Tour leg wins, the team has found the pace hard to maintain at points at the elite level, and is unable to risk to lose sponsors such as Canadian pesticide experts Premier Tech

As a multi-billionaire entrepreneur, Adams understands that business brand reputation is everything