Targeted by aggressive anti-Israel protesters, the team chooses renewal and strength through international partnership.
The Israel–Premier Tech professional cycling team has officially unveiled its new identity, announcing that beginning in 2026 it will compete as the NSN Cycling Team. The rebranding follows months of hostility and disruption by pro-Palestinian groups that repeatedly targeted the team—most visibly during the Spanish Vuelta, where multiple stages were interrupted by demonstrators attempting to force the exclusion of an Israeli-linked squad.
The team revealed in September that constant harassment and politically motivated pressure were pushing it to reconsider the visibility of its Israeli identity in international races. Matters escalated when the team was outrageously barred from a race in Italy after pressure from the same anti-Israel activists.
Now, a major structural shift is underway. The team will relocate to Spain as NSN (Never Say Never)—a global sports and entertainment company co-founded by football legend Andrés Iniesta—announces it is acquiring and rebuilding the team alongside Swiss investment powerhouse Stoneweg. Barcelona and Girona, two of Europe’s premier cycling hubs, will become the new operational base.
In its statement, NSN described the move as a “new era” of ambition, excellence, and inspiration, stressing that the partnership represents a commitment to athletic progress—not political intimidation.
General Manager Kjell Carlström, who will continue in his role, welcomed the transition, saying, “We are proud to welcome NSN and Stoneweg to the team and announce our new name and identity.”
Earlier this year, Spain witnessed some of the most aggressive anti-Israel demonstrations in recent memory. Over 100,000 protesters filled Madrid’s streets during the final stage of the Vuelta, forcing officials to cut the stage short. For months, activists attempted to delegitimize the Israeli-linked team, underscoring the intense politicization of international sport.
Premier Tech—the Canadian multinational that served as title sponsor—and billionaire co-owner Sylvan Adams had long supported the team’s Israeli identity. But persistent intimidation, disruptions, and exclusion by race organizers forced a strategic shift to secure the team’s long-term success and safety.
The 2026 rebrand marks not just a name change—but a defiant statement that the team will continue competing, continue growing, and refuse to be silenced by anti-Israel agitation.
