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During last month's Spanish cycling tour, the squad experienced multiple disruptions as pro-Palestinian demonstrators organized actions against Israel's war in the Gaza Strip

Squad officials described the recent period as "a particularly difficult time" but recognized "the need for change"

"With steadfast dedication to our riders, team members, and valued sponsors, the decision has been made to rebrand and re-brand the squad, moving away from its present Israeli identity"

"Within sports, advancement often demands sacrifice, and this measure is crucial to securing the long-term viability of the organization"

Team History and Composition

Israel-Premier Tech team, which features five UK riders including four-time Tour de France champion Chris Froome, is registered in Israel and owned by Canadian-Israeli property tycoon Sylvan Adams

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

Recent Events and Demonstrations

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

Halfway through the competition, the squad ceased using their complete team name on their jerseys

The last leg of the tour around Madrid was cancelled following Palestinian-supporting protests that caused altercations with riders and blocked the course in several locations

Recent Changes

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

The sixty-six-year-old entrepreneur has been closely associated with Benjamin Netanyahu's government and has formerly referred to himself as a "unofficial ambassador to the nation"

International Response

World cycling governing organization the UCI has declared it will persist to accept Israel-based athletes at its competitions despite demands for athletic boycotts

After United Nations commission conclusions that declared Israel has committed mass killing against Palestinian people in Gaza - a claim that the government rejects - there have been growing calls for the country to be banned from international football tournaments

Background of Conflict

The Israeli military initiated a operation in the Gaza Strip in reaction to the Hamas-led attack on southern the country 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-run health ministry, at least 67,139 people have been killed in Israeli military actions in the territory since then

Perspective: Business Image Factors

This decision constitutes a major admission by the team and its owner Sylvan Adams that the presence of Israeli branding is creating discomfort in environments such as professional athletics

The owner's involvement in Israeli politics is widely recognized, although not formally assigned

This squad started primarily due to the owner's passion for cycling, and conviction that the sport can bring communities more together in regions of the world away from its continental heartland

Despite some Grand Tour leg wins, Israel-Premier Tech has experienced the competition level hard to maintain at points at the top tier, and cannot risk to lose financial backers such as Canadian agricultural chemical experts Premier Tech

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