Israel-Premier Tech Cycling Team Rebrands as NSN Cycling Team
The Israel-Premier Tech cycling team will rebrand as the NSN Cycling Team starting in 2026, marking a significant transition for the organization. The decision follows a series of challenges faced during the recent Spanish Vuelta, where the team was targeted by pro-Palestinian protesters. Subsequently, the team was barred from competing in a race in Italy.
This rebranding aligns with a new management structure, as international sports and entertainment company NSN (Never Say Never) partners with the Swiss-based investment platform Stoneweg to oversee the team’s operations. The team’s new base will be in Spain, specifically in Barcelona and Girona, both renowned locations for professional cycling.
New Leadership and Strategic Direction
NSN was co-founded by soccer legend Andrés Iniesta, who is celebrated for his nearly 700 games with FC Barcelona and his pivotal role in Spain’s 2010 World Cup victory. In a formal statement, NSN articulated its ambition to foster growth, stating, “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.”
Kjell Carlström will continue as the general manager of the cycling team, emphasizing the positive impact of the new partnership. “We are proud to welcome NSN and Stoneweg to the team and announce our new name and identity,” he remarked, highlighting the optimism surrounding the rebranding.
Context and Implications
The team’s previous identity faced increasing scrutiny during the Spanish Vuelta, where several stages were disrupted by protests against its participation. Spain’s government estimated that over 100,000 demonstrators gathered in Madrid during the final stage, which was ultimately cut short due to safety concerns.
Premier Tech, a multinational company based in Quebec, Canada, had previously served as the title sponsor for the team. The involvement of NSN and Stoneweg signals a new direction, aiming to create a supportive environment for the athletes while navigating the complexities of international sporting events.
As the NSN Cycling Team prepares for its inaugural season in 2026, the focus will likely shift towards establishing a strong competitive presence in the cycling community while addressing the challenges it faced in the past. The team’s rebranding represents not only a change in name but also a commitment to a new chapter marked by resilience and ambition in the world of professional cycling.
