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Throughout the recent Spanish cycling tour, the team experienced multiple disruptions as Palestinian-supporting protesters staged protests regarding the Israeli military campaign in Gaza

Team representatives described the recent period as "a particularly difficult time" but acknowledged "the need for transformation"

"Having strong dedication to our cyclists, staff, and valued sponsors, the decision has been made to rename and restructure the team, moving away from its present Israeli branding"

"Within sports, progress often requires compromise, and this step is essential to ensuring the future of the organization"

Squad History and Structure

The Israel-Premier Tech squad, which includes several UK riders including four-time Tour de France winner Chris Froome, is Israeli-registered and owned by Israeli-Canadian real estate tycoon Sylvan Adams

Originally founded as the Cycling Academy in 2014, the team has been sponsored by Canadian corporation Premier Tech since 2022

Recent Events and Protests

Throughout the three-week Spanish tour, numerous demonstrations and disruptions took place, primarily focusing on the participation of the Israel-Premier Tech

Halfway through the race, the team ceased using their full team name on their jerseys

The last stage of the race around the Spanish capital was called off following pro-Palestinian protests that resulted in altercations with cyclists and obstructed the route in several locations

Recent Developments

As part of the restructuring, team proprietor Sylvan Adams will step back from his day-to-day role and will no longer speak on the team's representation

The 66-year-old businessman has been closely associated with Benjamin Netanyahu's administration and has previously described himself as a "self-appointed representative to the nation"

Global Response

World cycling regulatory body the UCI has declared it will persist to accept Israel-based competitors at its events despite calls for sporting sanctions

After UN commission conclusions that stated Israel has performed genocide against Palestinian people in Gaza - a allegation that the government rejects - there have been growing calls for the nation to be banned from global soccer tournaments

Context of Hostilities

The Israeli military initiated a campaign in Gaza in reaction to the Hamas-organized assault on southern regions of the country on 7 October 2023, during which about 1,200 individuals were murdered and 251 additional people were captured

According to reports from the region's Hamas-controlled health department, at least 67,139 individuals have been fatally injured in Israeli attacks in Gaza since then

Analysis: Business Branding Considerations

This choice constitutes a significant acknowledgment by the squad and its owner Sylvan Adams that the presence of Brand Israel is causing discomfort in environments such as professional athletics

Adams' involvement in Israel's political affairs is well known, though not formally assigned

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

Regardless of some major cycling tour stage victories, the team has experienced the pace challenging going at points at the top tier, and cannot afford to jeopardize sponsors such as Canada's pesticide specialists Premier Tech

Being a billionaire entrepreneur, Adams understands that business image is everything