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During last month's Spanish cycling tour, the team faced several interruptions as pro-Palestinian protesters staged protests against Israel's war in Gaza

Squad officials described the recent period as "a particularly difficult period" but acknowledged "the need for transformation"

"Having steadfast commitment to our cyclists, team members, and important partners, the decision has been made to rebrand and re-brand the team, shifting departing from its present Israeli branding"

"In sport, advancement often requires compromise, and this measure is crucial to ensuring the long-term viability of the organization"

Squad History and Composition

Israel-Premier Tech squad, which includes five UK cyclists including multiple Tour de France winner Chris Froome, is Israeli-registered and owned by Canadian-Israeli real estate tycoon Sylvan Adams

Initially established as Israel Cycling Academy in 2014, the organization has been sponsored by Canada-based corporation Premier Tech since 2022

Recent Incidents and Protests

During the 21-day Spanish tour, numerous protests and interruptions occurred, primarily focusing on the participation of the cycling team

Midway through the race, the team stopped using their full team name on their cycling uniforms

The last leg of the race around the Spanish capital was called off following Palestinian-supporting demonstrations that caused altercations with riders and obstructed the route in multiple locations

Recent Developments

As part of the restructuring, squad owner Sylvan Adams will withdraw from his daily responsibilities and will cease act on the squad's representation

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

International Response

International professional cycling regulatory organization the UCI has stated it will persist to accept Israeli athletes at its competitions despite calls for athletic boycotts

After United Nations investigation conclusions that declared Israel has performed mass killing against Palestinians in Gaza - a claim that the government rejects - there have been growing demands for the country to be banned from global soccer tournaments

Background of Hostilities

The Israeli military launched a campaign in the Gaza Strip in response to the Hamas-led assault on southern regions of the country on October 7th 2023, during which approximately 1,200 individuals were killed and 251 additional people were captured

Based on data from the region's Hamas-run health ministry, at least 67,139 people have been killed in Israeli attacks in the territory since that time

Analysis: Corporate Branding Considerations

The choice constitutes a significant admission by the team and its owner Sylvan Adams that the inclusion of Israeli branding is creating discomfort in environments such as professional sport

The owner's engagement in Israel's political affairs is widely recognized, although not formally assigned

The squad began primarily thanks to Adams' enthusiasm for cycling, and conviction that the sport can unite societies more together in parts of the world distant from its continental heartland

Regardless of some major cycling tour leg victories, the team has experienced the competition level challenging going at times at the top level, and is unable to risk to lose financial backers such as Canada's agricultural chemical experts Premier Tech

Being a multi-billionaire businessman, Adams recognizes that corporate image is everything