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Throughout the recent Spanish cycling tour, the squad faced several interruptions as pro-Palestinian demonstrators organized protests regarding Israel's military campaign in the Gaza Strip

Squad representatives described the recent period as "a particularly difficult period" but recognized "the need for change"

"With steadfast dedication to our cyclists, staff, and important sponsors, the choice has been made to rebrand and re-brand the team, shifting away from its present Israeli identity"

"Within sports, progress often requires compromise, and this measure is crucial to ensuring the future of the team"

Squad History and Structure

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

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

Recent Incidents and Demonstrations

During the three-week Spanish tour, multiple demonstrations and disruptions took place, primarily focusing on the participation of the cycling team

Halfway through the competition, the squad ceased displaying their complete team name on their cycling uniforms

The last stage of the tour around the Spanish capital was cancelled following Palestinian-supporting demonstrations that resulted in scuffles with riders and obstructed the route in several places

Recent Developments

Within the restructuring, squad owner Sylvan Adams will withdraw from his daily role and will cease act on the team's behalf

The sixty-six-year-old entrepreneur has been closely associated with Benjamin Netanyahu's government and has previously referred to himself as a "unofficial representative to the nation"

International Response

International professional cycling governing organization the UCI has declared it will continue to welcome Israeli athletes at its events despite calls for sporting boycotts

After UN investigation findings that declared Israel has committed mass killing against Palestinians in the territory - a allegation that Israel denies - there have been growing demands for the country to be suspended from international soccer competition

Context of Hostilities

The Israeli military launched a operation in Gaza in reaction to the Hamas-led attack on southern regions of the country on October 7th 2023, during which approximately 1,200 individuals were murdered and 251 others were captured

Based on reports from the territory's Hamas-run health ministry, at least 67,139 people have been killed in Israel's attacks in the territory since then

Perspective: Corporate Branding Considerations

The choice constitutes a major admission by the team and its proprietor Sylvan Adams that the presence of Israeli branding is causing discomfort in places such as elite athletics

The owner's engagement in Israel's political affairs is well known, although not formally designated

The team began largely due to Adams' enthusiasm for cycling, and conviction that the activity can unite communities more together in regions of the globe away from its continental traditional base

Despite several Grand Tour leg wins, Israel-Premier Tech has experienced the competition level hard to maintain at times at the top tier, and cannot risk to jeopardize financial backers such as Canadian pesticide specialists Premier Tech

As a billionaire businessman, Adams recognizes that business brand reputation is paramount