After months of rampant speculation, and the loss of former title sponsor Premier Tech, the furture of Israel-Premier Tech is now clear. Meet NSN Cycling Team.
NSN, a sports entertainment company (“NSN” stands for “Never Say Never”) is partnering with Stoneweg, a Swiss investment platform based in Geneva to take over the WorldTour and development teams of IPT.
The team will be registered as a Swiss team, but its will largely operate out of Barcelona and Girona. NSN could see a home Tour de France start in 2026, with the Grand Depart scheduled for Barcelona.
A fresh start, a new era
With significant changes to the team’s sponsorship and organization, NSN is hoping for a fresh start going into the 2026 season.
“We are proud to welcome NSN and Stoneweg to the team and announce our new name and identity: NSN Cycling Team,” says NSN Cycling Team general manager Kjell Carlström. “NSN’s acquisition of the team licence, and subsequent role in the team’s operations, is an opportunity to welcome investment from an industry leader in global sports and entertainment, drawing on their wealth of experience to the benefit of the team and our partners.”
“NSN shares our commitment to innovation, development and pushing the boundaries of what’s possible in cycling. Our longterm relationship with Stoneweg acts as a foundation for this new partnership and together, we have ambitious goals for the coming WorldTour cycle,” Carlström adds. “This is an incredibly exciting new chapter for the team, and we can’t wait to make our debut as NSN Cycling Team.”
NSN has, in its seven-year existence, focused on football and music in its audiovisual, marketing, brand and talent management. In 2025, NSN organized a series of seven friendly matches involving major football clubs around the world.
WorldTour will be relatively new for the brand, but it does own a majority stake in Guava, a gravel bike brand. St. Catharine’s, Ont., rider Benjamin Perry rode on the Guava Skid Crew. He was on Israel Cycling Academy from 2017 to 2020.
“It is a huge challenge for NSN to immerse ourselves in the world of cycling, a sport with global reach,” says NSN president and founder Joel Borràs. “It represents a fantastic opportunity to explore new ways of communicating and connecting with a sport that aligns with the values of our company, and for the NSN Cycling Team to bring fresh passion to a sport that has inspired millions of people for many years. We…
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