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During the recent Spanish cycling tour, the squad experienced multiple disruptions as pro-Palestinian demonstrators organized actions regarding the Israeli military campaign in Gaza

Team representatives described the past few months as "an incredibly difficult period" but recognized "the need for change"

"Having steadfast dedication to our riders, team members, and valued sponsors, the decision has been made to rebrand and re-brand the team, moving departing from its present Israel-linked branding"

"In sport, advancement often requires sacrifice, and this measure is essential to securing the long-term viability of the organization"

Team Background and Composition

Israel-Premier Tech squad, which features five British cyclists including multiple French cycling tour champion Chris Froome, is registered in Israel and owned by Canadian-Israeli real estate tycoon Sylvan Adams

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

Recent Events and Demonstrations

During the three-week Spanish tour, numerous demonstrations and disruptions occurred, mainly targeting the participation of the cycling team

Midway through the competition, the squad ceased using their full team name on their cycling uniforms

The final stage of the race around Madrid was cancelled following pro-Palestinian demonstrations that caused scuffles with riders and blocked the route in several places

Recent Developments

Within the restructuring, team proprietor Sylvan Adams will withdraw from his day-to-day responsibilities and will cease act on the squad's behalf

This 66-year-old businessman has been closely associated with Benjamin Netanyahu's administration and has formerly referred to himself as a "self-appointed ambassador to Israel"

International Reaction

International professional cycling governing body the UCI has stated it will persist to welcome Israeli athletes at its events despite calls for sporting sanctions

Following United Nations commission findings that stated Israel has performed mass killing against Palestinian people in the territory - a claim that the government denies - there have been increasing calls for the country to be banned from international soccer competition

Context of Conflict

The Israeli defense forces initiated a operation in the Gaza Strip in response to the Hamas-led assault on southern regions of Israel on 7 October 2023, during which about 1,200 individuals were killed and 251 others were captured

Based on reports from the region's Hamas-controlled health ministry, at least 67,139 individuals have been fatally injured in Israel's military actions in Gaza since then

Perspective: Corporate Image Considerations

This choice constitutes a significant acknowledgment by the squad and its owner Sylvan Adams that the presence of Israeli branding is causing unease in environments such as elite sport

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

This squad began primarily thanks to the owner's passion for professional cycling, and conviction that the activity can unite communities closer united in parts of the globe distant from its European heartland

Regardless of several major cycling tour leg wins, Israel-Premier Tech has experienced the competition level challenging going at times at the elite tier, and cannot afford to lose sponsors such as Canadian agricultural chemical experts Premier Tech

As a multi-billionaire businessman, Adams understands that corporate brand reputation is everything