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Throughout last month's Spanish cycling tour, the squad experienced several interruptions as Palestinian-supporting protesters organized protests against Israel's military campaign in Gaza

Team officials characterized the recent period as "a particularly difficult time" but acknowledged "the necessity for change"

"With steadfast commitment to our cyclists, team members, and valued sponsors, the decision has been made to rebrand and re-brand the team, shifting departing from its current Israeli identity"

"Within sports, advancement often demands compromise, and this measure is crucial to ensuring the future of the team"

Squad Background and Structure

The Israel-Premier Tech team, which features several British riders among them multiple Tour de France winner Chris Froome, is registered in Israel and controlled by Israeli-Canadian real estate billionaire Sylvan Adams

Initially founded as Israel Cycling Academy in 2014, the organization has been sponsored by Canada-based company Premier Tech since 2022

Recent Incidents and Demonstrations

Throughout the 21-day Spanish tour, multiple demonstrations and interruptions occurred, primarily focusing on the participation of the Israel-Premier Tech

Halfway during the competition, the team stopped using their full name on their cycling uniforms

The final leg of the race around Madrid was cancelled following pro-Palestinian protests that resulted in altercations with cyclists and blocked the course in several places

Recent Changes

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

The 66-year-old businessman has been strongly linked with Benjamin Netanyahu's government and has formerly described himself as a "self-appointed representative to the nation"

International Response

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

After United Nations commission findings that declared Israel has performed mass killing against Palestinians in Gaza - a claim that Israel rejects - there have been growing calls for the country to be banned from international soccer tournaments

Context of Conflict

Israeli military initiated a operation in the Gaza Strip in response to the Hamas-led assault on southern regions of Israel on October 7th 2023, during which about 1,200 people were killed and 251 others were taken hostage

According to reports from the region's Hamas-controlled health department, at least 67,139 individuals have been killed in Israeli military actions in Gaza since that time

Analysis: Business Image Factors

The choice represents a significant admission by the squad and its owner Sylvan Adams that the presence of Israeli branding is creating unease in environments such as professional athletics

Adams' engagement in Israel's politics is widely recognized, although not formally assigned

The team started largely thanks to the owner's passion for cycling, and conviction that the activity can bring societies closer united in regions of the world away from its continental traditional base

Regardless of several major cycling tour stage victories, the team has experienced the pace hard going at points at the top tier, and cannot afford to jeopardize sponsors such as Canada's pesticide specialists Premier Tech

Being a multi-billionaire entrepreneur, Adams recognizes that corporate image is paramount