Israel-Premier Tech have been rebranded as the NSN Cycling Team following a takeover by Never Say Never, a sports and entertainment company co-founded by former Barcelona and Spain footballer Andres Iniesta. The team, previously licensed in Israel, will now be registered as a Swiss company, operating primarily from Barcelona and Girona.
The rebrand comes after a turbulent period for the team, which faced a series of pro-Palestinian protests at races this year, including disruption at the Vuelta a Espana. Premier Tech stepped down as co-title sponsor in November, prompting the sale. In a statement on Thursday, the team confirmed that Never Say Never had partnered with Stoneweg, a Swiss investment platform based in Geneva.
The NSN Cycling Team and its development squad will hold their pre-season training camp next week, with a new look and race programme to be unveiled in the coming weeks. The team had already removed its full name from riders' jerseys during the Vuelta and announced in October that it would move away from its Israeli identity after more than a decade.
The takeover marks a fresh start for the squad, which was excluded from the Giro dell'Emilia in September due to public safety concerns after widespread protests at the Vuelta. The new ownership aims to stabilise the team and refocus on competitive cycling.
