A long-running professional cycling outfit formerly known as Israel-Premier Tech has officially relaunched under the new name Never Say Never (NSN), marking a major shift in identity and operational base following months of political tensions and race-day disruptions.
Unveiled on Tuesday, the rebrand places the team under the umbrella of global showbusiness and sports company Never Say Never, in partnership with Swiss investment platform Stoneweg. The move includes a full relocation to Spain, with new headquarters in Barcelona and Girona a leading training hub for elite cyclists.
Eritrean star rider Biniam Girmay, the team’s new marquee athlete, joined football legend and NSN co-founder Andres Iniesta at the launch event. Iniesta, who played nearly 700 matches for FC Barcelona and lifted the 2010 World Cup with Spain, said the project aims to “build a team that inspires globally while rooted in sporting excellence.”
The team originally announced plans to drop its Israeli branding last month after sustained protests during the 2024 Spanish Vuelta. Multiple stages were disrupted by pro-Palestinian demonstrations targeting the team’s participation. Later, race organizers in Italy excluded the squad entirely amid similar pressure.
Spain’s government said more than 100,000 people joined street protests in Madrid during the Vuelta’s final stage, underscoring the scale of backlash faced by the former Israel-Premier Tech franchise.
General manager Kjell Carlström will continue in his role despite the rebranding. The team’s primary corporate backer, Premier Tech a multinational company headquartered in Quebec remains involved. The franchise is also co-owned by Israeli-Canadian billionaire Sylvan Adams, though the new name and identity move the spotlight away from previous political controversies.
The NSN project marks one of the most significant strategic pivots by a professional cycling team in recent years, signaling an attempt to reset its public profile and compete free of geopolitical pressure as the 2026 season approaches.
