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During the recent Spanish cycling tour, the team experienced multiple disruptions as Palestinian-supporting demonstrators organized protests against the Israeli military campaign in Gaza

Squad officials characterized the recent period as "an incredibly difficult time" but recognized "the need for change"

"Having strong dedication to our riders, team members, and important sponsors, the choice has been made to rename and restructure the squad, shifting away from its current Israel-linked identity"

"Within sports, progress often demands compromise, and this measure is essential to securing the future of the organization"

Squad Background and Composition

The Israel-Premier Tech team, which features several UK riders including multiple French cycling tour winner Chris Froome, is Israeli-registered and owned by Canadian-Israeli real estate tycoon Sylvan Adams

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

Recent Events and Protests

During the 21-day Spanish tour, multiple protests and interruptions took place, primarily focusing on the participation of the cycling team

Midway through the competition, the team stopped displaying their complete team name on their cycling uniforms

The final stage of the tour around the Spanish capital was cancelled following Palestinian-supporting demonstrations that caused scuffles with riders and blocked the route in multiple places

Recent Changes

As part of the changes, squad owner Sylvan Adams will withdraw from his day-to-day responsibilities and will no longer act on the squad's representation

The 66-year-old entrepreneur has been strongly associated with the Israeli government and has previously referred to himself as a "self-appointed ambassador to the nation"

Global Response

World cycling regulatory body the UCI has stated it will continue to accept Israel-based athletes at its events despite calls for athletic sanctions

After United Nations commission findings that declared the nation has committed genocide against Palestinian people in Gaza - a allegation that Israel denies - there have been growing demands for the country to be suspended from global soccer competition

Background of Conflict

Israeli military launched a campaign in the Gaza Strip in response to the Hamas-organized assault on southern the country on 7 October 2023, during which about 1,200 individuals were killed and 251 additional people were taken hostage

Based on data from the territory's Hamas-controlled health ministry, at least 67,139 individuals have been fatally injured in Israeli military actions in the territory since then

Perspective: Corporate Branding Considerations

This decision represents a significant admission by the team and its owner Sylvan Adams that the inclusion of Brand Israel is causing discomfort in environments such as professional athletics

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

The squad began largely thanks to the owner's enthusiasm for professional cycling, and belief that the activity can bring communities closer together in parts of the world away from its European heartland

Regardless of some Grand Tour leg wins, the team has experienced the pace hard going at points at the elite tier, and is unable to afford to jeopardize financial backers such as Canada's pesticide specialists Premier Tech

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