It has been difficult for the sports world in Israel to remain untouched by the tragedy of Oct. 7. Every game, stadium, and broadcast has inevitably served as a solemn memorial for those who, mere moments ago, were fans in the stands but are now gone forever. Celebrations are muted, as the realm of sports refuses to be contained, bleeding into the solemnity of remembrance.
Last week, as Hapoel Jerusalem celebrated winning the Israeli State Cup in basketball, the players invited 18-year-old Ofir Engel, released by Hamas in November after being taken hostage on Oct. 7, to join them in lifting the trophy. The entire match was dedicated to Hersh Goldberg-Polin, who remains a hostage of Hamas, with thousands of Hapoel's red-clad fans donning shirts bearing his image.
"In the context of life itself since Oct. 7, sports is meaningless. But it's only when you encounter the fans, families, and people across the country that you suddenly understand sports' profound power and importance. And that is why it must continue," says Matan Adelson, at 25 the youngest owner of a professional sports team in Israel.
Adelson, speaking publicly for the first time since announcing his purchase of Hapoel Jerusalem a year ago, aspires to reshape both Israeli and European basketball through the club, which he aims to build into an empire.
The scion of the Adelson family has kept an extremely low profile over the past year, with little in the public record about the youngest son of Dr. Miriam Adelson and the late Sheldon Adelson (full disclose: Dr. Adelson is the publisher of Israel Hayom). Occasionally, he asserted his presence in the sports arena through displays of assertiveness, such as Twitter battles with sporting rivals.
Now, Adelson openly discusses the turbulent year since acquiring the team, candidly acknowledging missteps while sharing that he managed to shed 66 pounds over two years. A Stanford graduate, he expresses grave concerns over rising campus antisemitism. Above all, Adelson is driven to prove Hapoel Jerusalem is not a fleeting fancy but a profound investment by revealing his vision for the team's future.
Parental guidance
Adelson, born in 1999 in Los Angeles, spent the majority of his formative years in Las Vegas, two years younger than his brother Adam, a successful race car driver in the US, and two decades younger than his elder sisters, Sivan and Yasmin. From infancy, he was immersed in the family's business and philanthropic environment, describing the Jewish community of the West Coast as "a bubble: everyone around me was Jewish. We knew that there were others in the world, but our immediate surroundings were entirely Jewish, and it was paramount to my mom that we were raised with Israeli values. Consequently, I was in the Israeli Scouts, and she conversed with me in Hebrew – and, of course, we visited Israel frequently."
At a young age, Adelson professes, he developed a profound affinity for basketball. "During my childhood, family friends kindled my love for the Los Angeles Lakers, and one day I approached my father, declaring my aspiration to become the owner of the Lakers when I grew up. He elucidated that the Lakers are already an established brand, and with or without me, they will consistently maintain their elite status. Therefore, it would be more prudent for me to acquire a less well-off brand and elevate it to the pinnacle – in that process, I would also gain invaluable knowledge."
Q: Now that you manage a substantial business yourself, what advice from your parents has aided you in leading the team?
"My late father consistently emphasized that a thriving business hinges on the individuals you assemble and surround yourself with. He underscored the importance of selecting individuals with superior intellect, thereby providing a valuable resource for consultation. However, after assembling a capable team, it is equally crucial to take the necessary measures to retain them. My father always maintained that if they demonstrate loyalty to you, you have an obligation to reciprocate that loyalty."
Adelson chose to illustrate his point with an anecdote from the coronavirus period.
VIP Passenger in the car today. Buckle Up! pic.twitter.com/ksk3elc98r
— Matan Adelson (@MatanAdelson) May 18, 2024
"The tourism industry worldwide experienced a catastrophic collapse, and numerous individuals in Las Vegas resorted to laying off their employees. However, my father did not terminate a single worker or reduce anyone's salary. This was one of the most significant lessons I learned from him. He said that our family possesses resources that others do not, and therefore, we are responsible for caring for them, particularly if they work so hard."
Adelson revealed that he first truly encountered antisemitism while studying Economics at Stanford.
"It's not that I was unaware of the existence of antisemites in the world, as that was evident to me, but there I confronted it directly. It manifested in waves. During my first year, there was a significant presence of antisemitism, and one could discern the profound impact of BDS [Boycott, Divestment, Sanctions Movement] and their efforts on the younger generation, as well as the ignorance pervasive among young Americans."
In the second year, he recounted, the hostility subsided, "but I had a very close friend in college, one of whose friends was Palestinian. I witnessed how she inundated her with blatantly false information. So if you inquire about the current situation on campuses in the US – I'm truly not surprised, as we foresaw this development.
"The protesters on campuses, of course, attempt to justify their actions as anti-Zionist rather than antisemitic. However, anyone with a modicum of sense recognizes that there is no distinction; it's merely their ignorance that leads them to perceive it that way."
After completing his studies, Adelson joined investment firms, although, if he could "turn back time, I would have pursued computer science. Upon finishing my degree, I questioned what my profession was and what the university had equipped me with for the rest of my life. Truthfully, I cannot provide a satisfactory answer. I do not feel that Stanford gave me the necessary tools to embark on a professional career."
"The Euroleague? It's another milestone on the journey."
We convened in the offices of Hapoel Jerusalem in Givat Ram, Jerusalem. Adelson's ambitions soar high, and the team's trophy case is becoming increasingly crowded. Adelson was accompanied by a documentary film crew, which may potentially result in another sports documentary in the genre currently inundating streaming platforms.
As mentioned, this was his first major interview, and he appeared apprehensive yet understanding, as someone from a family for whom the spotlight is not unfamiliar, that this is part of the game.
Q: How would you summarize your first year at Hapoel Jerusalem?
"It has been a year of ups and downs, with both positive and challenging moments. I am still learning about the sport here and discovering many areas that need improvement. Next week, the final part of the season begins with the playoff games, and we are yet to know the exact day or time of our matches. This lack of organization perplexes me; it's difficult to foster a strong sports culture or a competitive basketball league without proper scheduling."
Q: This is a characteristic of Israeli sports and particularly Israeli basketball.
"This is an issue that needs addressing. There are basketball arenas in the Premier League that are not up to standard, and the league's marketing efforts are insufficient. There is also a lack of private team ownership, with too many teams being controlled by mayors. When a mayor changes, a team can suddenly be disbanded. This is not a sustainable way to achieve long-term success.
"I acknowledge that there is criticism of me as well, and I make mistakes. However, the key is to learn from them and implement changes that will benefit all of Israeli basketball."
Q: Some issues can't be fixed, such as Maccabi Tel Aviv's long-standing dominance in basketball.
"I am aware of the history and the fact that the [Recanati family,] owners of Maccabi Tel Aviv also own Israel's main sports channel, which I find peculiar. Ofer Yannay, [owner of the Hapoel Tel Aviv basketball team,] claims that Maccabi Tel Aviv's advantage was gained through unkosher means. While I do not know whether this is true, it is clear that Maccabi Tel Aviv resists competition."
"There wasn't a specific moment; it was a process. We were approached by every major basketball league in the world with offers. We even received an offer from a prominent soccer club in the Premier League. But I asked myself – what connection do I have to London? What connection do I have to football? What bond do I have with that country?
Q: Maccabi's management has also prevented Hapoel Jerusalem from entering the Euroleague, the premier basketball league in Europe, for years.
"I have met with the Federman and Recanati families, [who co-own Maccabi Tel Aviv,] but not with Shimon Mizrahi, [their chairman.] I explained the significance of having two Israeli teams in the Euroleague, not only for the sport but also for Israel. It would even benefit Maccabi's interests. They disagreed and opposed our position. However, I'm not looking for Maccabi's permission. Ultimately, I will do what is right for Hapoel Jerusalem. Their opposition only strengthens my resolve."
"For me, the Euroleague represents another significant milestone in our journey. If this league does not want us, they will miss out on the potential and power of Hapoel Jerusalem, and another league will benefit from our participation. Professionally, we made a strategic error last year by staying in FIBA's basketball league, [the Euroleague's competitor,] but financially, it was beneficial. We saved a substantial amount by not hosting games in Israel and having fewer matches. As I said, I have made mistakes and will continue to do so as we progress."
Q: One of Maccabi Tel Aviv's long-standing strategies in basketball has been their ability to acquire the best players from rival teams. There are rumors that you are considering their coach, Oded Kattash, for next year.
"Oded Kattash is just one of our options. I have not yet had a meeting with him. We have many prominent names on our list, both for the coaching position and for players. Acquiring Maccabi Tel Aviv's players or coaches would not only strengthen us but also weaken our rivals, offering a dual advantage.
"Maccabi is unaccustomed to competition for players and coaches, but the landscape of Israeli basketball is evolving. Hapoel Jerusalem and Hapoel Tel Aviv are making significant investments, and we will continue to do so in the coming summer. From what I understand, Maccabi's owners have not invested heavily in the club for quite some time. I can assure them that they face challenges ahead of the next season."
"We'll impact European basketball as well"
Many were surprised when Adelson decided to purchase an Israeli basketball team, considering the relatively small market it operates in. Another branch of the family chose to acquire the NBA's Dallas Mavericks, a team currently competing in the Western Conference Finals and harboring championship aspirations under its new ownership.
Q: With all the options available to you, why choose an Israeli basketball team? Do you recall the moment you decided on this?
"There wasn't a specific moment; it was a process. We were approached by every major basketball league in the world with offers. We even received an offer from a prominent soccer club in the Premier League. But I asked myself – what connection do I have to London? What connection do I have to football? What bond do I have with that country?
"I wouldn't have bought an NBA team; I have no national sentiment for that. As an Israeli and a Jew, I'm pleased that my family [sister Sivan and brother-in-law Patrick Dumont] bought a team in the NBA, but for me, buying a sports team was a Zionist act."
"I wouldn't have bought an NBA team; I have no national sentiment for that. As an Israeli and a Jew, I'm pleased that my family [sister Sivan and brother-in-law Patrick Dumont] bought a team in the NBA, but for me, buying a sports team was a Zionist act."
Q: Do you consult with the family in Dallas? After all, there is a significant difference between the Pais Arena (where Hapoel Jerusalem plays) in Jerusalem and the standards of the NBA.
"There is no cooperation between us, and there won't be. Perhaps in the future, we can organize an exhibition game between Hapoel Jerusalem and Dallas, but for now, our connection is limited to attending some of their games. Of course, if we have questions or need ideas, it's reassuring to know we have someone in the family to consult with, as they are part of one of the best, most experienced, and largest clubs in the world.
"But I don't want Hapoel Jerusalem fans to have unrealistic expectations: our focus is on becoming the best team in Israel and then making an impact in European basketball. If we can occasionally play against American teams, why not?"
Q: Since you took the position, the imagination of every basketball fan in Israel has been thrilled, and everyone is eager to see which superstars will join Hapoel Jerusalem.
"When we arrived, the previous owner, Eyal Chomsky, said we had a great coach [Aleksandar Džikić, who left Israel due to the war] and ensuring that everything fits his system. Even if I had brought Steph Curry here, he wouldn't have played if he didn't fit into the coach's system. I agree that not every player is suitable for Hapoel Jerusalem, and even if LeBron James played for us, it might not work.
"But our intention for next year, and in general, is to bring in big names. We understand this will require a significant financial investment. However, it will ensure that our arena is filled with enthusiastic fans."
Adelson expressed a deep connection to the passion and energy of European basketball fans compared to the more subdued and politically correct atmosphere of American fans.
"My girlfriend and I sometimes attend NBA games, and she finds them boring. You can't compare the Hapoel Jerusalem crowd and European fans in general to those in the US. Imagine an arena in Jerusalem full of fans who never stop singing and cheering. It's the fans who make you want to stay, and you don't find fans like that in the US."
Q: What do the players think of Jerusalem?
"Every player who comes here needs to understand that they are going to live in Jerusalem and grasp the significance of representing a team that plays in this city, with all that it entails."
When Adelson walked around the Mahane Yehuda market, where he also posed for photographs for this article, it was clear that he was already well-known. Moshe Lion, the mayor, also took the time to meet with the owner after the victory. Adelson admitted that one of his biggest challenges is related to the broader challenges facing Jerusalem.
"It's no secret that many young Jerusalemites who support the team eventually leave the city, and their connection to the team changes. They don't attend all our home games, and we are constantly brainstorming how to keep them engaged, buying season tickets, and supporting us even when they no longer live in the city. From a marketing perspective, this is an issue that hasn't been addressed in the past.
"And I'll tell you something else – we currently have die-hard fans who never stop cheering, even when we're losing. I know that when we win, more people come, but I want to avoid having a 'concert crowd' that only shows up for the victories. Instead, I want a crowd that won't stop cheering, like our dedicated core of fans who jump and cheer behind the basket every game."
"And I'll tell you something else – today we have diehard fans who don't stop cheering even when we're losing. I know that more fans show up when there are wins, but I want it to not be a concert crowd like some of the teams have, who only join for the wins, but rather a crowd that won't stop cheering – like that large core that jumps regularly behind the basket."
You're certainly familiar with the ownership history of Hapoel Jerusalem. Arcadi Gaydamak, Guma Aguiar, Uri Alon. They all tried and eventually left. "I can't say how many years I'll stay in Jerusalem – because it's not interesting. My goals right now are that I won't need to work 25 hours a day around the team. I have no time to do anything else, and I already want to know that even if I'm in the US, things here are running as they should. We're not there yet. If someone thinks the question of whether Jerusalem will make the Euroleague or not will affect my decision to stay here – they are very mistaken.
"I have many goals for Hapoel Jerusalem, especially regarding the club's social impact. The Euroleague is just one of those goals. I'm calm because it's clear to me that if the Euroleague is built on the money of Dubai and the Gulf states, the league won't last long."
Q; Do you hope for Maccabi Tel Aviv's success in the Euroleague?
"After the tough past year, when all the Israeli teams played outside of Israel and we suffered such hatred, the success of the Israeli teams abroad is important. When Maccabi Tel Aviv plays in Europe I'm for them, when Hapoel Tel Aviv plays in Europe I'm for them. They represent Israel, and in the situation we live in today, that's very important. First and foremost we are Jews and Zionists.
"They receive important values"
To be an owner of a sports team in Israel in such a difficult year of war is no easy task. Adelson may not be publicly politically active, and you won't see him in that arena, but he clarifies that the war has sharpened many insights for him. "Many know my parents' political views," he says. "I don't want to turn this into a political interview, but my views are certainly similar to my parents'. If there's one thing that has become clearer to me this past year, it's the understanding of how important military service is.
To be an owner of a sports team in Israel in such a difficult year of war is no easy task. Adelson may not be publicly politically active, and you won't see him in that arena, but he clarifies that the war has sharpened many insights for him. "Many know my parents' political views," he says. "I don't want to turn this into a political interview, but my views are certainly similar to my parents'. If there's one thing that has become clearer to me this past year, it's the understanding of how important military service is.
"Let me tell you a story: When my sister's son (the sister is Yasmin Lukatz, the CEO and founder of ICON and the founder and president of Code for Israel) was about to enlist in the army, it took me some time to understand how right that choice was for him. Because the IDF not only defends the country or provides future skills if you're in a certain field, like Unit 8200 – the army gives young Israelis something that exists nowhere else in the world: It instills values, it makes young people more mature. If the US had mandatory military service, even for a year, we would see a dramatic change in the character of American youth. They would receive important values and become different people from what we see today on American university campuses.
"In that sense, the year that I've lived in Israel has completely changed my perspective. The way I look at the military and the meaning of military service is not the way I looked at it when I was just an American Jewish boy."
Q: Since you brought it up, do you feel more Israeli or American?
"I'll tell the truth: I understand Hebrew very well, but I prefer to speak English. Let them think I don't understand a word of Hebrew, it's good for business," he laughs. "I live on Rothschild in Tel Aviv, I have a team in Jerusalem, and of course – I have an Israeli girlfriend. But when I look at my future I know that at some point I'll live in the US. That's where I was born, where I grew up, and that's my background. It's clear to me that Israel will be a very significant part of my life, and it's not like I'll be able to spend a whole year of my life without being in Israel.
"You see how the entire country rallies for the captives and pitches in for one another; these are things that don't exist elsewhere in the world. I contributed my small part this year and hoped to make an impact, but many people around me did amazing things that anyone looking from the outside stood in awe of."
Q; So what did Israel actually do for you personally?
"If there's one thing I've improved at since being here – I definitely feel more brazen than I was when I arrived in Israel. It's something I've learned from Israelis, and it's actually nice, although I still have room for improvement in that too."
