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Throughout the recent Spanish cycling tour, the squad faced several interruptions as Palestinian-supporting protesters staged protests regarding the Israeli military campaign in the Gaza Strip

Squad representatives described the past few months as "an incredibly difficult period" but acknowledged "the necessity for transformation"

"Having steadfast commitment to our cyclists, staff, and important partners, the choice has been made to rebrand and re-brand the squad, shifting away from its current Israeli identity"

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

Squad Background and Composition

Israel-Premier Tech squad, which includes five UK cyclists among them four-time French cycling tour winner Chris Froome, is registered in Israel and owned by Canadian-Israeli real estate billionaire Sylvan Adams

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

Recent Incidents and Protests

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

Halfway during the race, the team ceased displaying their full team name on their jerseys

The final leg of the tour around the Spanish capital was called off following pro-Palestinian demonstrations that caused scuffles with cyclists and blocked the route in several locations

Recent Changes

Within the changes, team owner Sylvan Adams will step back from his daily role and will cease speak on the squad's representation

This sixty-six-year-old entrepreneur has been strongly associated with the Israeli administration and has previously referred to himself as a "unofficial ambassador to the nation"

International Response

World professional cycling regulatory organization the UCI has stated it will persist to welcome Israeli competitors at its competitions despite demands for athletic boycotts

After UN commission findings that stated Israel has committed mass killing against Palestinian people in the territory - a allegation that the government denies - there have been increasing calls for the country to be suspended from global football tournaments

Context of Hostilities

Israeli military initiated a campaign in the Gaza Strip in reaction to the Hamas-led attack on southern Israel on 7 October 2023, during which about 1,200 people were killed and 251 others were taken hostage

According to reports from the territory's Hamas-controlled health ministry, at least 67,139 people have been fatally injured in Israel's attacks in Gaza since that time

Analysis: Corporate Branding Factors

This decision represents a major admission by the squad and its proprietor Sylvan Adams that the presence of Brand Israel is creating unease in places such as elite athletics

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

This team began primarily due to the owner's enthusiasm for professional cycling, and conviction that the activity can bring communities more united in regions of the globe away from its continental traditional base

Despite several major cycling tour leg wins, the team has found the pace hard going at points at the top tier, and is unable to afford to jeopardize financial backers such as Canada's pesticide specialists Premier Tech

Being a billionaire businessman, Adams recognizes that business brand reputation is paramount