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During last month's Spanish cycling tour, the team experienced multiple disruptions as Palestinian-supporting protesters staged protests against the Israeli military campaign in Gaza

Squad representatives described the recent period as "an incredibly difficult time" but recognized "the necessity for change"

"With strong dedication to our riders, team members, and important partners, the decision has been made to rebrand and restructure the team, shifting away from its present Israel-linked branding"

"Within sports, progress often demands compromise, and this step is crucial to ensuring the long-term viability of the team"

Squad History and Composition

The Israel-Premier Tech squad, which features several UK riders including four-time Tour de France champion Chris Froome, is registered in Israel and owned by Canadian-Israeli real estate tycoon Sylvan Adams

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

Recent Events and Protests

Throughout the 21-day Spanish tour, numerous demonstrations and disruptions occurred, mainly targeting the involvement of the Israel-Premier Tech

Halfway during the competition, the squad stopped using their complete team name on their jerseys

The last leg of the race around the Spanish capital was cancelled following pro-Palestinian protests that caused scuffles with cyclists and blocked the course in several places

Recent Developments

Within the changes, team owner Sylvan Adams will step back from his day-to-day responsibilities and will cease act on the squad's behalf

This 66-year-old businessman has been strongly associated with the Israeli administration and has previously described himself as a "unofficial ambassador to the nation"

Global Reaction

World professional cycling governing body the UCI has declared it will continue to welcome Israeli athletes at its events despite calls for sporting sanctions

After United Nations commission conclusions that stated the nation has committed mass killing against Palestinian people in the territory - a allegation that Israel rejects - there have been increasing calls for the country to be banned from international soccer tournaments

Context of Conflict

Israeli military launched a operation in Gaza in reaction to the Hamas-led attack on southern Israel on October 7th 2023, during which about 1,200 individuals were killed and 251 others were captured

Based on data from the region's Hamas-controlled health ministry, at least 67,139 people have been fatally injured in Israeli attacks in the territory since then

Analysis: Corporate Branding Factors

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

Adams' engagement in Israel's political affairs is well known, although not officially designated

This team began largely due to Adams' enthusiasm for cycling, and conviction that the sport can bring communities more together in parts of the globe distant from its continental heartland

Despite some major cycling tour stage victories, Israel-Premier Tech has experienced the pace hard going at times at the elite tier, and cannot risk to lose financial backers such as Canada's agricultural chemical specialists Premier Tech

As a multi-billionaire entrepreneur, Adams understands that corporate image is paramount