Israel-Premier Tech Transforms to NSN Cycling Team with Iniesta

The former Israel-Premier Tech cycling team has been rebranded as NSN Cycling Team following a takeover by sports and entertainment company Never Say Never, co-founded by former Barcelona and Spain football star Andres Iniesta. The rebranding marks a new era for the team after a year of challenges and public protests over its involvement in international races.

Premier Tech, the team’s previous co-title sponsor, stepped down in November amid criticism, leaving the team seeking a fresh start. NSN Cycling Team has now partnered with Stoneweg, a Swiss investment platform based in Geneva. The team will be registered as a Swiss company, but its operations will primarily be based in Barcelona and Girona, Spain.

The team statement confirmed that both the NSN Cycling Team and its NSN Development Team will convene next week for a pre-season training camp. They plan to reveal the team’s new uniforms, look, and racing program in the coming weeks, signalling a fresh beginning ahead of the new season.

Israel-Premier Tech faced multiple controversies this year, including exclusion from the Giro dell’Emilia in September due to public safety concerns. Earlier, at the Vuelta a España, the team experienced widespread protests from pro-Palestinian groups opposing Israel’s actions in Gaza, forcing them to remove the full Israeli name from riders’ jerseys.

The decision to move away from their Israeli identity comes after more than a decade under that banner. The team stated that the rebranding and new management structure are part of a long-term vision to focus on sporting excellence while distancing the squad from political controversies.

NSN Cycling Team will compete in international races under its new identity. The collaboration with Iniesta’s Never Say Never aims to enhance the team’s profile in both sports and entertainment, attracting a wider audience and increasing engagement through global partnerships. The Swiss registration is expected to provide financial stability and access to new investment opportunities while maintaining the team’s operational base in Spain.

The rebranding also includes the development team, which will nurture young cycling talent under the NSN banner. The team’s management emphasized that the pre-season training camp will focus on preparing riders physically and mentally for upcoming competitions while promoting unity and a shared vision for success.

This move signals a clear shift in the team’s direction, combining sports, investment, and entertainment expertise to strengthen its international presence. The NSN Cycling Team is now ready to begin its season with renewed energy, updated branding, and a goal of achieving strong performances in professional cycling events worldwide.