Beitar Jerusalem officially launched the 2026/27 season Sunday evening at a festive event held at the ROSIE Rooftop restaurant in Jerusalem. The club unveiled BJR, Beitar Jerusalem’s new in-house brand, for the first time in its history, while also revealing its new match kit collection for the 2026/27 season.

The event was attended by Jerusalem Mayor Moshe Lion, club executives, commercial partners, current and former players, business leaders, members of the media, influencers and other invited guests.

The launch of BJR marks a significant milestone in the club’s development. For the first time in Beitar Jerusalem’s history, the club is introducing not only a new set of match kits but also an independent in-house brand built around the identity, values and heritage of Beitar Jerusalem, with the goal of serving both the club and its community of supporters for years to come.

The project is the result of months of research, planning, design and development. Every detail of the collection was created with a unified vision, from the selection of fabrics and cuts to the manufacturing techniques, branding, packaging, stickers and the overall product experience.

The 2026/27 kit collection blends tradition with innovation, drawing inspiration from the historic symbols of both Beitar Jerusalem and the city of Jerusalem. The lion, the menorah and the club’s Jerusalem identity have all been reinterpreted through a fresh design language as part of the new BJR brand.

BJR gives the club a new way to express its identity. Every color, symbol, design element and decision made throughout the process was intended to tell the same story: the story of a club with a proud heritage that continues to evolve while looking toward the future.

The decision to hold the kit photoshoot at the Museum of Tolerance Jerusalem was an integral part of the concept behind the project. The museum, which promotes the values of leadership, community, social responsibility and mutual respect, provided a fitting backdrop for an event centered on identity, belonging and community. Beitar Jerusalem would like to thank the Museum of Tolerance for hosting the event and for its cooperation.

Beitar Jerusalem CEO Kfir Edri said, “We wanted to create a brand that every Beitar supporter would feel belongs to them a brand that honors our history, is deeply connected to Jerusalem, and looks toward the future. BJR is much more than an apparel brand. It is the new way Beitar Jerusalem tells its story and we are proud to launch it as part of the opening of the 2026/27 season.”