Cycling Team Embarks on New Era with Spanish Rebrand
In a significant move for professional cycling, the Israel-Premier Tech team will undergo a complete transformation, emerging as the NSN Cycling Team from the start of the 2026 season. This strategic rebranding includes a relocation of the team's base to Spain, marking a fresh chapter after a period of intense scrutiny and protest.
New Ownership and a Strategic Move to Spain
The decision to change the team's identity was confirmed in an official announcement made on Friday 21 November 2025. The shift comes after the squad faced repeated targeting by pro-Palestinian protesters during the recent Spanish Vuelta. The situation escalated to the point where the team was later excluded from a race in Italy, prompting a strategic reassessment.
The team's new structure will be overseen by the international sports and entertainment company NSN (Never Say Never), which is taking over alongside Swiss-based global investment platform Stoneweg. The new NSN Cycling Team will establish its operational headquarters in the Spanish cities of Barcelona and Girona, the latter being a renowned hub for professional cyclists.
Football Legend and Shared Ambitions
Adding considerable star power to the new venture, NSN was co-founded by Spanish football icon Andres Iniesta. The legendary midfielder, who played nearly 700 games for FC Barcelona and earned 131 caps for Spain, was instrumental in his country's 2010 World Cup victory.
In a statement, NSN expressed that this new era represents a major milestone for the team's growth. The company highlighted an opportunity to join forces with organisations united by shared values of ambition, excellence, and the drive to inspire through sport.
Providing continuity during this period of change, Kjell Carlström will remain in his role as the cycling team's General Manager. Carlström stated, "We are proud to welcome NSN and Stoneweg to the team and announce our new name and identity."
Protests That Precipitated Change
The catalyst for this rebranding can be traced directly to the Spanish Vuelta earlier this year. Several stages of the prestigious race were disrupted by pro-Palestinian protesters who objected to the Israel Premier Tech team's participation. The scale of the demonstrations was substantial, with the Spanish government estimating that more than 100,000 people took to the streets of Madrid during the final stage of the event.
The team's former title sponsor, Premier Tech, is a multinational company based in Quebec, Canada. The team was co-owned by Israeli-Canadian billionaire Sylvan Adams.
