NSN Cycling Team Emerges as New Identity for Israel-Premier Tech Under Iniesta

The cycling team formerly known as Israel-Premier Tech has officially transitioned to the NSN Cycling Team following a takeover by sports and entertainment firm Never Say Never, co-founded by ex-Barcelona star Andres Iniesta. This rebranding symbolizes a fresh chapter after a tumultuous year marked by controversies and public outcry regarding its participation in international cycling events.

In November, Premier Tech, the team’s prior co-title sponsor, opted to withdraw due to negative publicity, prompting the team to seek a new path forward. The NSN Cycling Team has joined forces with Stoneweg, a Swiss investment platform headquartered in Geneva. Although registered as a Swiss company, the team’s primary operations will be carried out in Barcelona and Girona, Spain.

According to an official statement, the NSN Cycling Team along with its affiliated NSN Development Team will gather next week for a pre-season training camp. They are set to unveil the team’s new jerseys, design, and competition calendar in the weeks ahead, heralding a new beginning with the upcoming season.

Throughout the year, Israel-Premier Tech faced significant controversies, including its exclusion from the Giro dell'Emilia due to safety concerns, and protests during the Vuelta a España driven by pro-Palestinian advocates against Israel’s actions in Gaza, which forced the team to remove its full Israeli name from riders’ jerseys.

Moving away from its Israeli identity comes after more than a decade operating under that name. The team has indicated that the rebranding and the new management layout are components of a long-term strategy aimed at emphasizing sporting achievement while distancing the organization from political issues.

Under its new banner, NSN Cycling Team will participate in global competitions. The collaboration with Iniesta’s Never Say Never is intended to boost the team’s visibility in both sports and entertainment, allowing for broader audience engagement and enhancing global partnerships. The Swiss registration is projected to offer financial security and access to fresh investment opportunities, while the team's operational hub remains in Spain.

The rebranding initiative also encompasses a development team aimed at fostering new cycling talent within the NSN framework. Management highlighted that the pre-season training camp will concentrate on equipping riders physically and mentally for future races, fostering solidarity and a common vision of success.

This strategic move signifies a definitive change in the team’s trajectory, merging sports, investment, and entertainment expertise to bolster its international footprint. The NSN Cycling Team stands poised to commence its competitive season reinvigorated, with a fresh identity and aspirations of excellence in global professional cycling events.