The company is supported by the Swiss-Spanish investment platform Stoneweg, which becomes a new shareholder in NSN

The international sports and entertainment company NSN (Never Say Never) and Stoneweg, a Swiss-Spanish investment platform, have entered into a joint venture in professional road cycling to take over a WorldTour and Development team structure ahead of the 2026 season. As a result, the new WorldTour Team name is NSN Cycling Team, and the Conti Team name is NSN Development Team. 

NSN Cycling Team is a Swiss team and have Spanish structure that is based in Barcelona and Girona. NSN’s acquisition of the team license is a commitment to strengthening the team’s current managerial and sporting organization, made up of around 170 people, who are guaranteed to compete over the next three years in UCI WorldTour calendar events such as the Tour de France, the Giro d’Italia, and La Vuelta a España. 

NSN completed this operation thanks to the support of the Swiss-origin investment platform Stoneweg, founded 10 years ago by Jaume Sabater. With this move, the team becomes the main vehicle for NSN’s venture in the exciting world of cycling, marking a new chapter for both NSN and the team. After several joint projects, NSN and Stoneweg have now formalized their strategic alliance by an agreement through which Stoneweg becomes a shareholder of NSN, with the aim of continuing to support major projects in the world of sport and entertainment. 

NSN and Stoneweg consider cycling a sport with strong global growth prospects in the coming years, one that represents values well aligned with the company. They also welcome the opportunity to strengthen the professional cycling landscape and to support a team committed to developing young talent.

Thanks to this operation, NSN reinforces its role in sports and entertainment at a global level. Since its founding seven years ago, the company has developed projects in the worlds of football, music, audiovisual production, marketing, and brand and talent management. In 2025, it organized seven friendly matches in different parts of the world, including the three match Latin American tour of Inter Miami and two Barça Legends–Real Madrid Leyendas matches in Mexico and El Salvador. Additionally, NSN owns a team in the Danish Second Division, Helsingør FC, operates a vertical dedicated to representing young footballers, and holds a majority stake in GUAVA, the gravel-bike brand.