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During last month's Vuelta a Espana, the team experienced several disruptions as Palestinian-supporting demonstrators organized actions regarding Israel's military campaign in the Gaza Strip

Team officials described the past few months as "a particularly challenging time" but recognized "the necessity for transformation"

"Having strong commitment to our riders, team members, and valued partners, the choice has been made to rename and re-brand the team, moving away from its present Israel-linked identity"

"Within sports, advancement often demands sacrifice, and this step is crucial to securing the long-term viability of the team"

Squad History and Composition

Israel-Premier Tech squad, which includes five UK cyclists among them multiple French cycling tour winner Chris Froome, is Israeli-registered and controlled by Israeli-Canadian real estate billionaire Sylvan Adams

Initially founded as Israel Cycling Academy in 2014, the team has been supported by Canada-based corporation Premier Tech since 2022

Recent Events and Protests

Throughout the 21-day Vuelta, numerous demonstrations and disruptions occurred, primarily targeting the participation of the Israel-Premier Tech

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

The final leg of the race around the Spanish capital was called off following Palestinian-supporting demonstrations that caused scuffles with cyclists and obstructed the course in multiple places

Recent Changes

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

This sixty-six-year-old businessman has been closely linked with Benjamin Netanyahu's government and has previously described himself as a "unofficial representative to Israel"

Global Response

International cycling regulatory body the UCI has stated it will continue to accept Israeli athletes at its competitions despite calls for athletic boycotts

After United Nations commission findings that stated the nation has performed genocide against Palestinian people in Gaza - a allegation that the government rejects - there have been increasing calls for the nation to be suspended from international soccer competition

Context of Conflict

Israeli military launched a campaign in the Gaza Strip in reaction to the Hamas-organized assault on southern regions of Israel on 7 October 2023, during which about 1,200 people were murdered and 251 additional people were taken hostage

Based on reports from the region's Hamas-controlled health ministry, at least 67,139 people have been killed in Israeli attacks in Gaza since that time

Analysis: Corporate Branding Factors

The decision represents a significant admission by the team and its proprietor Sylvan Adams that the presence of Brand Israel is causing discomfort in places such as elite sport

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

The squad started primarily thanks to the owner's passion for professional cycling, and conviction that the activity can unite communities closer united in regions of the globe distant from its continental traditional base

Despite some major cycling tour stage wins, the team has found the competition level challenging going at points at the elite tier, and is unable to afford to lose financial backers such as Canada's agricultural chemical specialists Premier Tech

Being a billionaire businessman, Adams recognizes that corporate brand reputation is paramount