Imagine a World Cup hero trading his cleats for a cycling helmet, not just as a hobby, but as a passionate investor in the sport. That's exactly what Andres Iniesta, the legendary Spanish midfielder, is doing with his new venture, the NSN Cycling team. But here's where it gets intriguing: Iniesta isn't just slapping his name on a jersey; he's diving headfirst into the world of professional cycling, aiming to make a real impact.
Iniesta, now 41, co-owns NSN Cycling, which recently took over the struggling Israel-Premier Tech team. For him, this move goes beyond the thrill of competition. As he puts it, 'This new step is meaningful on many levels. It's not just about the sport itself, but the values it embodies, the excitement it generates, and the community it builds.' His enthusiasm is palpable as he adds, 'I'm incredibly motivated and eager to share this new chapter with the world.'
Iniesta's journey into cycling isn't entirely unexpected. The former Barcelona star, who famously scored the winning goal in the 2010 World Cup and lifted two European Championship trophies, has always been drawn to the sport. He even used to watch road cycling with his grandfather, a connection that adds a personal touch to his latest endeavor. After retiring from football last year, Iniesta, alongside businessman Joel Borras, founded Never Say Never, a sports and entertainment management company in 2018. The cycling team is their latest ambitious project, backed by funding from Stoneweg, a Swiss investment firm.
And they're not starting small. NSN made headlines by signing Biniam Girmay, one of road cycling's brightest stars. Girmay, from Eritrea, won the prestigious green jersey at the 2024 Tour de France, and his addition signals NSN's intent to compete at the highest level. 'I'm excited to immerse myself in cycling, learn more about the sport, and truly appreciate the immense effort that goes into every rider's success,' Iniesta shared.
But here's the part most people miss: Cycling, despite its global appeal, is a financially demanding sport. Teams must cover the costs of transporting riders, support staff, equipment, and more across the world for nearly 10 months, all while receiving no television rights money. The biggest race organizers keep those profits, leaving teams to rely heavily on sponsors and private investments. Without a consistent influx of high finance, it's tough to match the exposure and success of top teams, which operate on budgets of around 50 million euros (£43.7m) per season.
This financial reality was a major factor in the downfall of Israel Premier Tech. Despite having the funds, they lost the support of sponsors and fans, particularly amid the chaotic pro-Palestinian protests in Spain during the Israel-Gaza war. NSN, registered in Switzerland but structured in Spain, aims to navigate these challenges with a 'reasonable' budget, potentially boosting Girmay's annual salary to two million euros.
However, this is where it gets controversial: Without a significant shift in how money and power are distributed in cycling—largely controlled by Tour organizers ASO—the sport remains an expensive and often unprofitable venture. Iniesta's passion and resources might give NSN an edge, but the systemic issues in cycling could still pose significant hurdles.
NSN is set to compete in the biggest races, including the Tour de France, which starts in Barcelona next year—a city where Iniesta is as beloved as the Sagrada Familia. With five British riders on the roster, including one-day specialists Stevie Williams, Jake Stewart, and sprinter Ethan Vernon, the team is poised to make a splash. Yet, the question remains: Can Iniesta's star power and business acumen transform NSN into a cycling powerhouse, or will the sport's financial barriers prove too daunting?
What do you think? Is Iniesta's foray into cycling a game-changer, or just another example of the sport's untapped potential? Share your thoughts in the comments—let’s spark a conversation!
