Imagine a World Cup hero trading his cleats for a cycling team ownership role—sounds like a plot twist, right? But that's exactly what Andres Iniesta, Spain's legendary midfielder, has done, and it's stirring up excitement in the sports world. The 41-year-old, who famously scored the winning goal in the 2010 World Cup, is now co-owner of the newly rebranded NSN Cycling team, which took over the struggling Israel-Premier Tech squad last month. Iniesta describes this venture as 'meaningful on many levels,' emphasizing that it's not just about the sport itself, but the values, excitement, and community it fosters. 'I'm thrilled to embark on this new chapter,' he shared, his enthusiasm palpable.
Iniesta's journey into cycling isn't a random leap. In 2018, he co-founded Never Say Never, a sports and entertainment management company, with businessman Joel Borras. The cycling team, backed by Swiss investment firm Stoneweg, is the latest addition to their portfolio. And they're not holding back—NSN recently signed Biniam Girmay, one of road cycling's brightest stars, who clinched the Tour de France's green jersey in 2024. 'I’m eager to dive deeper into cycling, understand its intricacies, and appreciate the immense effort behind every rider,' Iniesta added.
But here's where it gets controversial: While Iniesta's move is celebrated, the financial realities of cycling teams often go unnoticed. Transporting cyclists, support staff, and equipment globally for 10 months is staggeringly expensive. Unlike other sports, cycling teams don’t receive television rights money, which is pocketed by race organizers. Without substantial funding, it’s nearly impossible to compete with top teams operating on €50 million (£43.7 million) budgets annually. Israel-Premier Tech, for instance, had the funds but lost sponsor and fan support amid pro-Palestinian protests tied to the Israel-Gaza conflict.
NSN, registered in Switzerland with a 'Spanish structure,' aims to be financially prudent, potentially offering Girmay a €2 million annual salary. Yet, without a seismic shift in how money and power are distributed in cycling—largely controlled by Tour organizers ASO—the sport remains an expensive endeavor. And this is the part most people miss: Cycling is seen as a growth platform, but its costs and complexities often overshadow its potential.
With the Tour de France starting in Barcelona next year—a city where Iniesta is revered like a local icon—all eyes will be on NSN. The team boasts five British riders, including specialists like Stevie Williams and Ethan Vernon, though four-time Tour winner Chris Froome was released last month. Iniesta’s connection to cycling runs deep; he fondly recalls watching races with his grandfather, making this venture more than just a business move.
As NSN prepares to compete in cycling’s biggest races, including the Tour de France, Iniesta’s vision is clear: 'Keep growing, enjoy the journey, and showcase the power of unity. In the end, only one rider wins, but it’s the collective effort that defines us.' But what do you think? Is Iniesta’s foray into cycling a game-changer, or just another celebrity-backed venture? Share your thoughts below—let’s spark a conversation!
