The cycling team formerly known as Israel-Premier Tech has announced a rebranding and relocation to Spain, adopting the new name NSN Cycling Team starting in 2026. This decision follows a series of challenges faced by the team, including protests from pro-Palestinian activists during the Spanish Vuelta and subsequent exclusion from a race in Italy.
In a move to reshape its identity, the team will now be based in both Barcelona and Girona, a city known for its popularity among professional cyclists. The transition has been facilitated by the international sports and entertainment company NSN (Never Say Never), which, along with Swiss-based investment platform Stoneweg, will take over the team’s operations.
New Beginnings in Spain
The co-founder of NSN, soccer legend Andrés Iniesta, expressed excitement about this new chapter. Iniesta, who played nearly 700 matches for FC Barcelona and represented Spain 131 times, led the national team to victory in the 2010 World Cup. NSN stated, “This new era marks a significant milestone in the growth of the team and an opportunity to join forces with organizations united by shared values of ambition, excellence, and the drive to inspire through sport.”
Continuing as the cycling team’s general manager, Kjell Carlström emphasized the positive impact of the partnership. “We are proud to welcome NSN and Stoneweg to the team and announce our new name and identity,” he said. This collaboration aims to foster a fresh perspective and environment for the athletes.
Challenges and Response
Earlier this year, during the Spanish Vuelta, the Israel-Premier Tech team encountered significant disruptions caused by protests against its participation. The Spanish government reported that over 100,000 people gathered in Madrid during the final stage, which was ultimately cut short due to escalating tensions. The protests highlighted the broader political climate affecting sports and the challenges faced by teams associated with contentious issues.
Previously, the team had been sponsored by Premier Tech, a multinational company based in Quebec, Canada, co-owned by Israeli Canadian billionaire Sylvan Adams. As the team transitions to its new identity, it seeks to distance itself from its former branding while also addressing the implications of its past.
The NSN Cycling Team aims to move forward with a renewed focus on performance and community engagement, reflecting the values promoted by its new leadership. The upcoming season promises to be a pivotal one as the team adapts to its new surroundings and identity.
