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During last month's Spanish cycling tour, the squad experienced multiple disruptions as Palestinian-supporting protesters staged actions against the Israeli military campaign in Gaza

Squad representatives characterized the past few months as "an incredibly challenging time" but acknowledged "the need for change"

"With strong commitment to our riders, team members, and valued sponsors, the choice has been made to rebrand and re-brand the squad, moving departing from its current Israel-linked branding"

"In sport, progress often requires sacrifice, and this measure is essential to ensuring the future of the team"

Squad Background and Structure

Israel-Premier Tech team, which includes five British riders including four-time French cycling tour champion Chris Froome, is Israeli-registered and controlled by Canadian-Israeli property billionaire Sylvan Adams

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

Recent Events and Protests

Throughout the three-week Spanish tour, numerous demonstrations and disruptions took place, mainly targeting the involvement of the Israel-Premier Tech

Halfway through the race, the squad stopped using their full name on their cycling uniforms

The final stage of the race around Madrid was cancelled following Palestinian-supporting protests that caused scuffles with riders and obstructed the route in multiple locations

Recent Developments

Within the changes, team owner Sylvan Adams will step back from his day-to-day role and will no longer act on the squad's behalf

This 66-year-old entrepreneur has been closely linked with the Israeli administration and has previously described himself as a "self-appointed ambassador to Israel"

Global Reaction

International cycling regulatory organization the UCI has declared it will continue to accept Israeli athletes at its competitions despite calls for sporting sanctions

After United Nations commission conclusions that stated Israel has performed mass killing against Palestinians in Gaza - a allegation that Israel rejects - there have been growing demands for the nation to be suspended from global football competition

Background of Hostilities

Israeli military launched a campaign in Gaza in response to the Hamas-organized attack on southern regions of the country on October 7th 2023, during which approximately 1,200 people were murdered and 251 others were taken hostage

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

Analysis: Business Image Factors

The decision represents a significant acknowledgment by the team and its proprietor Sylvan Adams that the presence of Brand Israel is causing discomfort in places such as elite athletics

Adams' engagement in Israeli political affairs is widely recognized, though not officially assigned

This squad started primarily thanks to the owner's enthusiasm for cycling, and belief that the activity can bring communities closer together in parts of the globe away from its European heartland

Despite some major cycling tour stage victories, the team has experienced the pace challenging going at times at the elite level, and cannot risk to lose sponsors such as Canada's pesticide experts Premier Tech

As a multi-billionaire entrepreneur, Adams understands that business brand reputation is everything