Beitar Jerusalem launches its own apparel brand BJR with Factory 54

Beitar Jerusalem unveiled a new clothing brand, BJR, on Monday, June 15, 2026, as its latest business move after previously launching a fan club. The club said the brand will be its flagship fashion line, developed together with Factory 54.

The team described the launch as a major strategic step that puts it among a small group of football clubs worldwide that create their own apparel brands based on their identity, values, and unique DNA. Beitar said BJR will give it full control over the design, development, and production of clothing items, while tailoring products to the club and its supporters.

Club owner Barak Abramov welcomed the move, saying: “There are moments when it is time to renew, to build something stronger, something that feels right from the very first moment. That is why we built BJR. We took Beitar’s energy and power and built a new house brand. Sharper, more accurate, higher quality, and most importantly only ours. For that we went all the way, the lion, the menorah and who we are.”