Beitar Jerusalem launches its own clothing brand, BJR

Beitar Jerusalem announced on Monday, June 15, 2026, that it is entering the fashion business with a new in-house clothing brand, BJR, in partnership with Factory 54. The launch comes after the club recently introduced its fan club, and it marks another commercial step for the Jerusalem side.

The club said the project is a strategic move and places Beitar among a small number of football clubs worldwide that develop and produce their own apparel brands tied to their identity, values, and unique DNA. According to the club, BJR will give Beitar full control over the design, development, and manufacturing of its clothing products, while better matching the needs of the club and its supporters.

Owner Barak Abramov said the brand was created because “there are moments when it is time to renew, to build something stronger, something that feels right from the very first moment.” He added that the team took “the Beitar energy and power” and built “a new home brand,” describing it as “sharper, more correct, higher quality, and most importantly, only ours.” Abramov concluded, “for that we went all the way, the lion, the menorah, and who we are.”