Hapoel Jerusalem unveils new logo, Matan Adelson: "Leading the club forward"
Hapoel Jerusalem basketball club is launching a comprehensive strategic initiative, including a rebranding and a new logo designed with fan participation. "Devotion Inspires is much more than a slogan, it is the way we choose to lead the club," stated owner Matan Adelson.
Following the return of Papi Turgeman and the international collaboration with Reebok, Hapoel Jerusalem is strengthening its connection with fans and unveiling a new logo. The new strategy was formulated over the past year through in-depth research led by the branding firm "Firma," in collaboration with leading professionals and club supporters. The process included quantitative studies, focus groups, and in-depth interviews with fans.
Thus, the Hapoel "Midtown" Jerusalem basketball club is launching a large-scale strategic and branding initiative that redefines the club's concept and its path for the coming years.
The initiative, based on the message "Devotion Inspires," reflects the club's commitment to excellence on and off the court. It aims to advance professional, marketing, digital, and commercial aspects while deepening ties with the Jerusalem community and the next generation of fans. The vision is to compete for every possible title and establish the club as a significant force in European basketball.
The new strategy includes steps to improve the fan experience, lead community initiatives, and develop digital innovations. These efforts reflect a desire to grow and evolve while maintaining the identity, values, and DNA that define Hapoel Jerusalem.
Regarding the logo, after public discourse, the club held an open dialogue with fans. Two fan representatives, Adam Amorai and Itamar Libergal—professional graphic designers who were also involved in the current logo's design—were included in the final design process. They worked closely with the experts at Firma to create the new club emblem.
The new logo represents a modern design evolution while fully preserving the fundamental symbols: the Hapoel man, the basketball, and the city's lions. This graphic approach connects the club's glorious past to its future.
Club owner Matan Adelson stated:
"Devotion Inspires is much more than a slogan, it is the way we choose to lead the club. Commitment to our fans, the Jerusalem community, professional excellence, and innovation drives us forward. This strategic move is a declaration of intent regarding the type of club we want to be. It is not the beginning of a new story, but the next chapter in the glorious history of Hapoel Jerusalem, which we will write together with our audience—one that respects the past, acts in the present, and builds the future."
Club CEO Oren Arieli noted:
"Over the past year, we asked ourselves: what should Hapoel look like in the next decade? We are at a critical bridge stage, connecting different groups of fans—young and old, residents of Jerusalem and beyond—and bridging the past with the future. We want to be a club that leads not only on the court but also in fan experience, digital engagement, and innovation. I am happy that we managed to turn the open dialogue with fans into a significant collaboration. Together, we will continue to lead Hapoel forward."
