Never Say Never

Never Say Never (NSN) is a sports and entertainment company headquartered in Barcelona, Spain, with a global footprint that includes Tokyo, Mexico City and the Emirates. Co-founded by World Cup champion Andrés Iniesta, the agency describes itself as a team specialized in sports and entertainment that offers a fully integrated service to connect brands and audiences authentically. Its work spans strategy, creativity, production and emotion, and it operates across football, music, content and brand partnerships. NSN's service lines include partnership activation — managing property search, negotiation and asset activation to maximize return on investment — 360º marketing covering campaigns, press releases and social media management, and a talent practice that handles the hiring of football stars for entertainment projects. The company has worked with brands such as Midea, TP Vision and Avery Dennison, and has produced or managed major football events and tours, including Inter Miami CF's pre-season tour in Peru, Honduras and Panama, a historic legends Clásico in Costa Rica that drew over 30,000 fans, and an El Clásico event in Tokyo. The agency is led by a leadership team that includes President and Co-Founder Joel Borràs, Co-Founder Andrés Iniesta, Global CEO Emilio Rabasa, CEO Spain Ion Bilbao, COO and Co-Founder Pol Rodríguez, Chief People Officer Berta Xena, Global Development Director and Co-Founder Michel Martín, Football Director and Co-Founder Sufiel Abdelkader, Executive VP of Growth and Strategy Javier Sabata, Managing Director Jorge Fraile, Chief Revenue Officer Toni Vilalta, and Head of EMEA Sports Business and Football Ayman Dbouk. The company states it has more than 25 years of industry experience and describes its culture as maverick, disruptive and nonconformist, with values of accountability, nonconformity, diversity and humility. NSN positions itself as a global cross-cutting axis between Barcelona, Tokyo, Mexico City and the Emirates, serving fans, brands and talents. Its stated mission is to bring things to life and to level up careers beyond limits, while transforming brand objectives into solutions. The company maintains an active news stream covering its sports properties, including an NSN Cycling Team that has celebrated wins in Australia and the Valencian Community, and a legends football match featuring Brazil and Mexico on the eve of the World Cup.

Never Say Never (NSN) is a sports and entertainment company that emerged from a team with more than 25 years of industry experience. The company is co-founded by World Cup champion Andrés Iniesta alongside Joel Borràs, Pol Rodríguez, Michel Martín and Sufiel Abdelkader, and it operates as a global cross-cutting axis between Barcelona, Tokyo, Mexico City and the Emirates. Its stated story is framed as running "between Kobe & Barcelona," reflecting a dual heritage that bridges Japanese and Spanish sports and entertainment markets. From its base in Barcelona, NSN built an integrated offering that combines partnership activation, 360º marketing, content production and talent management. The agency has worked on brand partnerships with companies such as Midea, TP Vision and Avery Dennison, managing everything from negotiation and rights activation to digital campaigns, events and press coverage. In sports, NSN has managed major football properties and events, including Inter Miami CF's pre-season tour across Peru, Honduras and Panama, a legends Clásico in Costa Rica that drew over 30,000 fans, and an El Clásico event in Tokyo. The company also fields an NSN Cycling Team, which has recorded wins in Australia and the Valencian Community. NSN describes its culture as maverick, disruptive, troublemaking, lateral, brave, insurgent and shameless, with a team 100% committed to top-class work from an innovative mindset. Its values are accountability, nonconformity, diversity and humility. The leadership team includes President and Co-Founder Joel Borràs, Co-Founder Andrés Iniesta, Global CEO Emilio Rabasa, CEO Spain Ion Bilbao, COO and Co-Founder Pol Rodríguez, Chief People Officer Berta Xena, Global Development Director and Co-Founder Michel Martín, Football Director and Co-Founder Sufiel Abdelkader, Executive VP of Growth and Strategy Javier Sabata, Managing Director Jorge Fraile, Chief Revenue Officer Toni Vilalta, and Head of EMEA Sports Business and Football Ayman Dbouk. The company positions itself as a partner for fans, brands and talents, offering to create and develop what fans are passionate about, transform brand objectives into solutions, and level up talent careers beyond limits. Its news stream highlights a growing portfolio of live events and sports properties across the Americas, Europe, Asia and the Middle East.

• Company founded by a team with more than 25 years of industry experience, co-founded by Andrés Iniesta and partners.

• Managed Inter Miami CF's pre-season tour across Peru, Honduras and Panama, bringing together 116,000 fans.

• Organized the first-ever El Clásico in Tokyo.

• Produced a historic legends Clásico in Costa Rica that drew over 30,000 fans.

• NSN Cycling Team celebrated its first wins in Australia and the Valencian Community.

• NSN faced the legends of Brazil and Mexico in a historic showdown on the eve of the World Cup.

A global, integrated sports and entertainment agency that connects brands, fans and talent through authentic storytelling and live experiences.

• Partnership Activation

  Managing brand agreements from property search and negotiation to asset activation for ROI maximization.

• Marketing 360º

  Handling actions, campaigns, press releases and social media management for brands.

• Brands for Talents

  Hiring football stars for projects related to the entertainment world.

• Content Production

  Bringing impactful stories to screens through creative content production.

• Live Events & Tours

  Organizing and managing football matches, tours and entertainment events globally.

1. 1Home - We Are NSNwearensn.com
2. 2Agency - We Are NSNwearensn.com
3. 3About us - We Are NSNwearensn.com
4. 4Never say Never - Wikidatawikidata.org