Matan Adelson Addresses Controversy Over Hapoel Jerusalem Logo Redesign

Matan Adelson, owner of the Hapoel Jerusalem basketball team, responded to the ongoing controversy surrounding the club's proposed logo change in a video posted on social media on August 3, 2026. Adelson acknowledged the strong reactions from fans, many of whom signed a petition opposing the new logo, and explained the rationale behind the rebranding effort. He emphasized that his goal since acquiring the club three years ago was to build a team that consistently competes for titles and becomes a European basketball power, and that refreshing the club's visual identity was part of preparing for the future while respecting its history.

Adelson detailed the rebranding process, which began with an initial attempt that was halted due to dissatisfaction with the results. Last summer, the club restarted the effort with FMA, a leading Israeli branding agency, conducting extensive interviews, focus groups, and surveys with fans, players, staff, and the community to understand the club's values and identity. Unfortunately, the new logo was leaked prematurely, sparking backlash before the full vision could be shared. In response, the club paused the rollout to engage in open discussions and surveys with supporters, incorporating their feedback into refining the design.

He stressed that while not everyone will agree with every decision he makes, his responsibility as owner is to lead with what he believes is best for the club long-term. Adelson announced plans to appoint a fan representative with professional branding experience to collaborate with FMA on finalizing the logo. The new brand identity will be officially launched this summer before the upcoming season. He also highlighted significant investments made this summer in the team’s coaching staff, player roster, business operations, community engagement, digital platforms, and fan experience, including a new website and mobile app.

Adelson concluded by emphasizing the importance of rebuilding the connection between the club and its fans, calling for unity despite disagreements. He expressed his commitment to making decisions aimed at the club’s success and hopes the best days for Hapoel Jerusalem lie ahead.