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During last month's Vuelta a Espana, the team faced multiple disruptions as Palestinian-supporting protesters organized protests against Israel's war in Gaza

Team officials described the recent period as "an incredibly difficult period" but acknowledged "the necessity for transformation"

"Having strong commitment to our riders, team members, and valued partners, the decision has been made to rename and re-brand the squad, moving departing from its current Israel-linked identity"

"In sport, advancement often requires sacrifice, and this step is crucial to securing the long-term viability of the team"

Team Background and Structure

Israel-Premier Tech team, which includes five UK cyclists among them multiple Tour de France winner Chris Froome, is Israeli-registered and controlled by Israeli-Canadian real estate billionaire Sylvan Adams

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

Recent Events and Demonstrations

Throughout the three-week Spanish tour, multiple protests and interruptions occurred, mainly focusing on the participation of the Israel-Premier Tech

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

The last leg of the race around Madrid was called off following Palestinian-supporting protests that resulted in scuffles with riders and obstructed the route in several locations

Recent Developments

As part of the restructuring, squad owner Sylvan Adams will step back from his daily role and will cease speak on the team's behalf

The sixty-six-year-old entrepreneur has been closely linked with the Israeli administration and has formerly referred to himself as a "unofficial representative to the nation"

International Reaction

World cycling regulatory organization the UCI has stated it will persist to welcome Israeli athletes at its competitions despite calls for athletic sanctions

After United Nations commission conclusions that stated Israel has performed genocide against Palestinian people in the territory - a claim that the government rejects - there have been growing demands for the nation to be suspended from global football competition

Background of Hostilities

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

Based on data from the territory's Hamas-run health ministry, at least 67,139 individuals have been fatally injured in Israel's attacks in Gaza since then

Analysis: Corporate Branding Factors

The choice represents a significant admission by the team and its owner Sylvan Adams that the presence of Brand Israel is causing unease in places such as professional athletics

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

The squad started primarily due to the owner's passion for professional cycling, and conviction that the activity can unite communities more together in parts of the globe away from its continental traditional base

Despite some major cycling tour stage victories, the team has found the pace hard going at points at the elite level, and cannot risk to jeopardize financial backers such as Canada's agricultural chemical experts Premier Tech

As a billionaire businessman, Adams understands that corporate image is paramount