Hapoel Jerusalem Owner Addresses Fans on Rebranding Controversy and Future Plans

Hapoel Jerusalem owner Matan Adelson released a video message to the club's fans addressing the recent controversy surrounding the team's rebranding and the unauthorized leak of the new logo. Adelson explained that the rebranding process was extensive, involving branding agencies, community surveys, and interviews, with the goal of preparing the club for the next generation without erasing its history. However, after the logo was leaked online without context, the club immediately halted the process to listen to fan feedback and engage in open dialogue.

Adelson emphasized that despite the ongoing consultation with supporters, the ultimate responsibility for decisions and leadership rests with him. He announced that the logo will be refined in collaboration with a fan representative who has professional expertise, with the new identity set to be officially unveiled before the season starts this summer. He acknowledged that leadership sometimes requires making difficult decisions that may not please everyone but stressed that all actions aim to secure the club's long-term success.

Beyond the visual identity changes, Adelson highlighted that the rebranding is part of a broader transformation at Hapoel Jerusalem. This summer, the club has made its largest professional investment since Adelson's arrival, assembling the most ambitious coaching staff and roster in its history, alongside significant upgrades to its business and digital operations.