Jerusalem soccer club ends ad deal with Cafe Basimta over Jews for Jesus link

Hapoel Jerusalem announced that the city’s premier soccer team would feature free advertising for the newly opened Cafe Basimta on its players’ uniforms, positioning the move as support for a small business facing harassment from ultra‑Orthodox protesters who demanded it close on Shabbat. The club later retracted the offer after learning that the cafe is operated by Jews for Jesus, a Christian missionary organization.

Club spokesperson Matan Avrina said the original intent was to defend business freedom, but the additional religious affiliation complicated the matter. Deputy mayor Adir Schwartz emphasized the broader issue of belonging in a diverse Jerusalem, while cafe operator Yoel Ben David noted a surge in customers and revenue despite the controversy.