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Throughout the recent Vuelta a Espana, the squad experienced multiple interruptions as Palestinian-supporting protesters staged protests regarding Israel's military campaign in the Gaza Strip

Squad officials characterized the recent period as "a particularly challenging time" but acknowledged "the necessity for change"

"Having steadfast dedication to our cyclists, staff, and valued partners, the choice has been made to rebrand and re-brand the squad, shifting away from its present Israel-linked branding"

"Within sports, advancement often requires sacrifice, and this step is crucial to securing the future of the organization"

Squad History and Structure

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

Originally founded as Israel Cycling Academy in 2014, the team has been sponsored by Canada-based company Premier Tech since 2022

Recent Events and Protests

Throughout the three-week Vuelta, numerous protests and interruptions took place, mainly targeting the participation of the Israel-Premier Tech

Halfway through the competition, the squad ceased displaying their full name on their jerseys

The last stage of the tour around Madrid was called off following Palestinian-supporting protests that caused scuffles with cyclists and obstructed the route in several places

Recent Changes

As part of the restructuring, squad proprietor Sylvan Adams will step back from his daily responsibilities and will cease act on the team's behalf

The 66-year-old businessman has been strongly linked with the Israeli government and has formerly referred to himself as a "self-appointed ambassador to the nation"

International Reaction

World cycling regulatory body the UCI has stated it will persist to welcome Israel-based athletes at its competitions despite calls for athletic boycotts

Following United Nations commission conclusions that declared the nation has performed mass killing against Palestinian people in Gaza - a claim that Israel rejects - there have been growing calls for the nation to be suspended from global football tournaments

Background of Conflict

The Israeli military launched a campaign in the Gaza Strip in response to the Hamas-led attack 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 territory's Hamas-run health ministry, at least 67,139 individuals have been killed in Israeli attacks in the territory since then

Perspective: Business Branding Considerations

This choice represents a major admission by the squad and its owner Sylvan Adams that the presence of Israeli branding is causing discomfort in places such as elite sport

The owner's engagement in Israel's political affairs is well known, though not officially designated

This squad started primarily due to Adams' enthusiasm for cycling, and conviction that the activity can unite societies closer united in parts of the world away from its European traditional base

Regardless of several major cycling tour stage wins, Israel-Premier Tech has found the pace challenging going at points at the elite level, and cannot 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 everything