Cycling Team Undergoes Major Rebrand Following Acquisition
In a significant development for professional cycling, the Israel Premier Tech team has been officially rebranded as the NSN Cycling Team. This change comes after the squad was taken over by the sports and entertainment company Never Say Never, which was co-founded by former Barcelona and Spain football legend Andres Iniesta.
Sponsorship Withdrawal and Protests Prompt Change
The transformation was catalysed by a series of events during the 2025 season. The team, which holds an Israeli licence, became the target of widespread pro-Palestinian protests at races, including significant disruption at the Vuelta a Espana. These demonstrations were in opposition to Israel's war in Gaza.
The situation escalated to the point where, due to public safety concerns, the team was excluded from the Giro dell'Emilia in September. In a direct response to the mounting pressure, the team's co-title sponsor, Premier Tech, stepped away from its role in November.
A New Identity and Future for the Team
In an official statement released on Thursday, 20th November 2025, the team confirmed its new direction. It revealed that NSN has partnered with Stoneweg, a Swiss investment platform based in Geneva. The new team brand will be registered as a Swiss company, though its operations will be primarily based from Barcelona and Girona.
The team had already begun distancing itself from its Israeli identity in October, after more than a decade, and even removed its full name from riders' jerseys during the Vuelta a Espana.
Looking ahead, the statement confirmed that the NSN Cycling Team and NSN Development Team will gather next week for their pre-season training camp. Fans and the cycling world can expect the unveiling of the team's new look and its race programme in the coming weeks, marking a fresh start for the squad.
