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Throughout the recent Vuelta a Espana, the team faced multiple disruptions as pro-Palestinian protesters organized protests against Israel's war in Gaza

Squad representatives characterized the past few months as "an incredibly challenging period" but recognized "the need for transformation"

"With strong commitment to our cyclists, team members, and valued sponsors, the choice has been made to rebrand and restructure the squad, moving departing from its current Israeli branding"

"In sport, progress often demands sacrifice, and this step is crucial to ensuring the long-term viability of the team"

Team History and Structure

Israel-Premier Tech team, which features five British cyclists among them four-time French cycling tour winner Chris Froome, is Israeli-registered and controlled by Canadian-Israeli real estate billionaire Sylvan Adams

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

Recent Events and Protests

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

Midway during the race, the squad stopped displaying their complete team name on their cycling uniforms

The last leg of the tour around Madrid was cancelled following pro-Palestinian demonstrations that caused scuffles with cyclists and obstructed the course in multiple locations

Recent Developments

As part of the restructuring, team owner Sylvan Adams will withdraw from his daily responsibilities and will no longer speak on the team's representation

This sixty-six-year-old businessman has been closely linked with the Israeli government and has formerly referred to himself as a "unofficial representative to Israel"

Global Response

International professional cycling regulatory body the UCI has declared it will persist to welcome Israeli athletes at its competitions despite demands for athletic sanctions

Following UN commission conclusions that stated Israel has committed genocide against Palestinian people in Gaza - a claim that the government denies - there have been growing demands for the nation to be suspended from global football competition

Background of Hostilities

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

Based on data from the region's Hamas-controlled health department, at least 67,139 people have been fatally injured in Israel's attacks in Gaza since then

Analysis: Corporate Image Factors

The decision represents a major acknowledgment by the squad and its owner Sylvan Adams that the inclusion of Israeli branding is creating discomfort in places such as elite sport

The owner's involvement in Israel's political affairs is well known, although not officially designated

This team began largely due to the owner's enthusiasm for professional cycling, and belief that the sport can bring communities more united in regions of the globe away from its European traditional base

Despite some major cycling tour stage wins, Israel-Premier Tech has experienced the pace hard to maintain at points at the top tier, and is unable to afford to lose financial backers such as Canada's agricultural chemical experts Premier Tech

Being a billionaire entrepreneur, Adams understands that business brand reputation is paramount