{"id":389557,"date":"2026-01-05T12:56:35","date_gmt":"2026-01-05T12:56:35","guid":{"rendered":"https:\/\/www.newsbeep.com\/ca\/389557\/"},"modified":"2026-01-05T12:56:35","modified_gmt":"2026-01-05T12:56:35","slug":"its-finally-official-israel-premier-tech-is-now-nsn-cycling","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/ca\/389557\/","title":{"rendered":"It’s (finally) official: Israel-Premier Tech is now NSN Cycling"},"content":{"rendered":"

After months of rampant speculation, and the loss of former title sponsor Premier Tech<\/a>, the furture of Israel-Premier Tech is now clear. Meet NSN Cycling Team.<\/p>\n

NSN, a sports entertainment company (\u201cNSN\u201d stands for \u201cNever Say Never\u201d) is partnering with Stoneweg, a Swiss investment platform based in Geneva to take over the WorldTour and development teams of IPT.<\/p>\n

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 D\u00e9part scheduled for Barcelona.<\/p>\n

A fresh start, a new era<\/p>\n

With significant changes to the team\u2019s sponsorship and organization, NSN is hoping for a fresh start going into the 2026 season.<\/p>\n

\u201cWe are proud to welcome NSN and Stoneweg to the team and announce our new name and identity: NSN Cycling Team,\u201d says NSN Cycling Team general manager Kjell Carlstr\u00f6m. \u201cNSN\u2019s acquisition of the team licence, and subsequent role in the team\u2019s 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.\u201d<\/p>\n

\u201cNSN shares our commitment to innovation, development and pushing the boundaries of what\u2019s 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,\u201d Carlstr\u00f6m adds. \u201cThis is an incredibly exciting new chapter for the team, and we can\u2019t wait to make our debut as NSN Cycling Team.\u201d<\/p>\n

NSN has, in its seven-year existence, focused on soccerand 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.<\/p>\n

NSN\u2019s big(ger) move into cycling<\/p>\n

WorldTour will be relatively new for the brand, but it does own a majority stake in Guava, a gravel bike brand. This past season, St. Catharines, Ont., rider Benjamin Perry rode on the Guava Skid Crew. He was on Israel Cycling Academy from 2017 to 2020.<\/p>\n

\u201cIt is a huge challenge for NSN to immerse ourselves in the world of cycling, a sport with global reach,\u201d NSN president and founder Joel Borr\u00e0s said. \u201cIt represents a fantastic opportunity to explore new ways of communicating and connecting with a sport that aligns with the values of our company. For the NSN Cycling Team to bring fresh passion to a sport that has inspired millions of people for many years. We want to thank Stoneweg for all the support they have given us in driving this exciting project, which opens up a new and thrilling path for us in the world of sport. We could not have found a better partner to give this team a renewed boost.\u201d<\/p>\n

Stoneweg has had involvement with the team since 2023. It steps into a title sponsorship for 2026.<\/p>\n

New-look team starts next week<\/p>\n

NSN Cycling Team will meet for its first pre-season training camp next week. An official kit and race program will follow soon after. A representative from the the team has said that the current roster shown on ProCyclingStats is accurate. The outfit continues to include Canadians Guillaume Boivin, Hugo Houle and Pier-Andr\u00e9 C\u00f4t\u00e9.<\/p>\n

Several questions remain unresolved, of course, such as the presence, or absence, of Osgoode, Ont.\u2019s Derek Gee who was in the midst of a contract dispute with IPT. As well as multi-time Tour de France winner Chris Froome, whose contract expired at 2025.<\/p>\n

IPT owner Sylvain Adams\u2014the Israeli-Canadian tied to much of the controversy that surrounded the team in 2025\u2014was also not mentioned in the team\u2019s recent announcement, keeping with his plan to step away from the squad<\/a>.<\/p>\n

An equipment sponsor is also not announced, leaving rumours about the involvement of Factor and, apparently, Scott unresolved<\/a>.<\/p>\n

It also remains to be seen whether the rebrand will be sufficient to appease the teams critics, including race organziers who have threatened to pull back from events over Israel-Premier Tech\u2019s involvement<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"After months of rampant speculation, and the loss of former title sponsor Premier Tech, the furture of Israel-Premier…\n","protected":false},"author":2,"featured_media":389558,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[445],"tags":[49,48,635,43703,145101,82,11588],"class_list":{"0":"post-389557","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-cycling","8":"tag-ca","9":"tag-canada","10":"tag-cycling","11":"tag-israel-premier-tech","12":"tag-nsn-cycling-team","13":"tag-sports","14":"tag-spotlight"},"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts\/389557","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/comments?post=389557"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts\/389557\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/media\/389558"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/media?parent=389557"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/categories?post=389557"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/tags?post=389557"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}