Andrés Iniesta attempts to breaks the barrier between sport and the rest of entertainment with this new venture

Former Barcelona and Spanish national team footballer Andrés Iniesta is taking a step further as an entrepreneur this 2022 and has set out to break down the barrier between sports and the rest of entertainment through the 'Never Say Never' (NSN) project, the evolution of 'Sports & Life', the venture that began in soccer representation and marketing.

Iniesta and the rest of the NSN team, headquartered in Barcelona, have decided to diversify their business into audiovisual production, music and eSports, and strive to double their annual turnover, which aims to reach up to €20 million.

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"We view everything from an entertainment point of view. Sport competes with people's attention, which is increasingly limited and more expensive, because more and more content is being generated," Carlos Rodés, CEO of NSN, explains to EFE.

"LaLiga has the same vision as us, it wants to expand its brand, reach other territories and be present among young people," the NSN CEO continues. "We believe that where we can bring more value in the market is by blurring the boundary that used to exist between sports and entertainment," he sentences.

The role of Andrés Iniesta

Iniesta's role in NSN does not only involve the economic side and his image. His attitude is active and he is part of the decisions. Rodés admits that "projects always give a lot of confidence and credibility when there is an image and an investor like Iniesta behind them”.

Despite its diversification, NSN has not disconnected from its roots and continues to represent and carry the image of footballers, such as Iniesta himself, Brahim Díaz and Junior Firpo. But it has also ventured into other disciplines, with a special focus on women's sports.