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Throughout the recent Spanish cycling tour, the squad faced several disruptions as pro-Palestinian demonstrators staged protests regarding the Israeli military campaign in the Gaza Strip

Squad representatives described the past few months as "a particularly difficult time" but recognized "the need for change"

"With strong dedication to our cyclists, staff, and important sponsors, the choice has been made to rebrand and restructure the squad, shifting away from its present Israeli identity"

"Within sports, advancement often requires compromise, and this step is essential to securing the future of the organization"

Squad History and Composition

Israel-Premier Tech squad, which includes five British cyclists including multiple French cycling tour champion Chris Froome, is registered in Israel and controlled by Canadian-Israeli real estate billionaire Sylvan Adams

Originally established as the Cycling Academy in 2014, the organization has been supported by Canada-based company Premier Tech since 2022

Recent Incidents and Demonstrations

Throughout the three-week Spanish tour, multiple demonstrations and interruptions took place, primarily focusing on the involvement of the cycling team

Midway during the race, the squad ceased displaying their full team name on their jerseys

The final leg of the race around Madrid was cancelled following Palestinian-supporting demonstrations that resulted in altercations with riders and obstructed the course in several places

Recent Developments

As part of the changes, team owner Sylvan Adams will withdraw from his daily responsibilities and will no longer act on the squad's representation

This 66-year-old businessman has been strongly associated with Benjamin Netanyahu's administration and has formerly referred to himself as a "self-appointed representative to the nation"

International Response

International cycling regulatory body the UCI has stated it will persist to welcome Israel-based competitors at its events despite calls for sporting sanctions

After UN commission conclusions that declared the nation has committed mass killing against Palestinian people in Gaza - a claim that Israel denies - there have been increasing calls for the country to be banned from global soccer tournaments

Background of Conflict

The Israeli military initiated a campaign in Gaza in response to the Hamas-led assault on southern Israel on October 7th 2023, during which about 1,200 people were murdered and 251 additional people were taken hostage

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

Analysis: Corporate Branding Factors

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

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

This team started largely due to Adams' enthusiasm for professional cycling, and belief that the sport can bring societies more united in parts of the world away from its European traditional base

Regardless of some Grand Tour stage wins, the team has experienced the pace challenging going at times at the top tier, and cannot risk to lose sponsors such as Canada's agricultural chemical specialists Premier Tech

As a multi-billionaire businessman, Adams recognizes that corporate image is paramount