Matan Adelson Addresses Controversy Over Hapoel Jerusalem Logo Redesign

Matan Adelson, owner of the Hapoel Jerusalem basketball team, addressed the ongoing controversy surrounding the club's potential logo change in a video posted on social media on August 3, 2026. Adelson explained that since acquiring the club three years ago, his vision has been to build a team that consistently competes for titles and becomes a European basketball powerhouse. Despite challenges including a war, losing community members, and playing European games away from home, Adelson emphasized his strengthened commitment to the club's long-term success.

Adelson revealed that one of his initial ideas after purchasing the club was to refresh its visual identity to prepare it for the next generation while honoring its history. He described a year-long branding process that began with an external agency but was halted due to dissatisfaction with the results. The effort restarted last summer with FMA, a leading Israeli branding agency, involving extensive consultations with fans, players, staff, and the community through interviews, focus groups, and surveys. The goal was to understand the club's core values and identity before designing a new logo.

Unfortunately, the new logo was leaked prematurely, sparking backlash as the full vision and context were not shared. Adelson said the club paused to listen to fans, holding open discussions and surveys to gather feedback. He acknowledged that while not everyone will agree with his decisions, he must lead with what he believes is best for the club. Moving forward, the club will spend the coming weeks refining the logo with input from a fan representative with professional branding experience, aiming to launch the new brand identity before the upcoming season.

Adelson also highlighted broader investments made this summer, including assembling the strongest coaching staff and roster in club history, enhancing business operations, community engagement, digital platforms, and fan experience initiatives such as a new website, mobile app, and ticket packages. He stressed that these changes do not alter the club's essence but strengthen its foundation. Adelson concluded by emphasizing the importance of rebuilding the connection between the club and its fans, expressing hope for unity despite disagreements, and reaffirming his commitment to making Hapoel Jerusalem a club everyone can be proud of.