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During the recent Vuelta a Espana, the squad experienced multiple disruptions as pro-Palestinian demonstrators organized protests regarding Israel's military campaign in the Gaza Strip

Team representatives characterized the recent period as "a particularly difficult period" but acknowledged "the need for change"

"Having strong dedication to our cyclists, team members, and valued sponsors, the choice has been made to rebrand and re-brand the team, moving departing from its present Israeli branding"

"Within sports, progress often demands sacrifice, and this step is crucial to securing the future of the team"

Team Background and Structure

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

Originally founded as the Cycling Academy in 2014, the team has been supported by Canadian company Premier Tech since 2022

Recent Events and Demonstrations

During the 21-day Vuelta, numerous demonstrations and disruptions took place, mainly targeting the involvement of the cycling team

Halfway through the race, the squad stopped using their full name on their cycling uniforms

The final stage of the tour around the Spanish capital was called off following pro-Palestinian protests that caused scuffles with cyclists and obstructed the course in several locations

Recent Developments

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

This sixty-six-year-old entrepreneur has been strongly linked with Benjamin Netanyahu's administration and has previously referred to himself as a "unofficial ambassador to Israel"

International Response

World professional cycling regulatory body the UCI has stated it will persist to welcome Israel-based competitors at its events despite demands for sporting boycotts

Following United Nations investigation findings that declared Israel has performed genocide against Palestinian people in the territory - a allegation that the government rejects - there have been increasing demands for the country to be banned from global soccer tournaments

Context of Hostilities

The Israeli military launched a operation in the Gaza Strip in reaction to the Hamas-led assault on southern regions of Israel on 7 October 2023, during which approximately 1,200 individuals were killed and 251 others were taken hostage

According to data from the region's Hamas-controlled health department, at least 67,139 people have been fatally injured in Israel's attacks in the territory since that time

Perspective: Corporate Branding Considerations

The choice represents a significant admission by the team 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 well known, though not officially designated

This team began largely due to the owner's enthusiasm for professional cycling, and conviction that the sport can bring societies closer together in regions of the world away from its continental traditional base

Regardless of several major cycling tour stage wins, Israel-Premier Tech has experienced the pace challenging to maintain at points at the elite tier, and cannot risk to lose sponsors such as Canada's pesticide specialists Premier Tech

As a billionaire entrepreneur, Adams recognizes that corporate image is everything