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During the recent Spanish cycling tour, the squad faced multiple interruptions as pro-Palestinian protesters staged protests regarding Israel's war in Gaza

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

"With steadfast commitment to our cyclists, team members, and valued partners, the choice has been made to rename and re-brand the squad, moving away from its present Israel-linked branding"

"In sport, progress often demands compromise, and this measure is essential to ensuring the long-term viability of the organization"

Team History and Composition

The Israel-Premier Tech team, which includes five British riders among them multiple French cycling tour champion Chris Froome, is registered in Israel and owned by Israeli-Canadian property billionaire Sylvan Adams

Originally established as Israel Cycling Academy in 2014, the organization has been supported by Canadian company Premier Tech since 2022

Recent Events and Protests

Throughout the 21-day Vuelta, multiple protests and interruptions occurred, primarily targeting the involvement of the cycling team

Midway during the race, the team ceased displaying their full name on their cycling uniforms

The final stage of the race around Madrid was called off following Palestinian-supporting protests that resulted in altercations with cyclists and obstructed the course in multiple places

Recent Changes

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

The sixty-six-year-old entrepreneur has been closely linked with the Israeli administration and has previously described himself as a "unofficial ambassador to the nation"

International Response

World cycling governing body the UCI has declared it will continue to welcome Israel-based competitors at its competitions despite demands for sporting sanctions

Following UN investigation findings that declared the nation has performed mass killing against Palestinians in Gaza - a allegation that Israel denies - there have been growing calls for the country to be suspended from international soccer tournaments

Context of Conflict

Israeli defense forces initiated a campaign in Gaza in response to the Hamas-organized assault on southern the country on 7 October 2023, during which about 1,200 people were killed and 251 others were captured

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

Perspective: Business Branding Considerations

This decision represents a significant acknowledgment by the team and its owner Sylvan Adams that the presence of Brand Israel is causing unease in places such as elite athletics

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

The squad began primarily thanks to the owner's enthusiasm for professional cycling, and conviction that the sport can unite communities more united in parts of the world away from its European traditional base

Regardless of some Grand Tour leg wins, Israel-Premier Tech has found the pace challenging going at points at the elite tier, and cannot risk to jeopardize financial backers such as Canadian pesticide specialists Premier Tech

Being a billionaire entrepreneur, Adams understands that business image is paramount