Hapoel Jerusalem advances to next stage in quest for permanent EuroLeague license

Hapoel Jerusalem has just received a signal that could shape years of planning: its application for a permanent EuroLeague license, commonly called a franchise, has been approved to move to the next stage of review. News from the Israeli club shows that EuroLeague CEO Chus Bueno directly contacted the club's management, confirming that their dossier did not stop at the preliminary round. Unlike a seasonal wildcard invitation, a permanent license makes a club part of the competition's structure. They no longer have to live in fear whenever a season ends with an average league finish; they no longer wait for committee votes or arrangements from regional competitions. Simply put, a franchise is a long-term passport, allowing the club to sit at the table sharing broadcast revenue, commercial income, and the marketing rights of the EuroLeague. In a brief statement, Hapoel Jerusalem used the exact word “franchise” to describe its goal and said it was pleased to pass the first stage. The club pledged to “make every effort to ensure that Hapoel ‘Midtown’ Jerusalem becomes a permanent member of the EuroLeague.” The addition of “Midtown” appears to be part of a refreshed brand identity, linking the club to the center of Jerusalem and to its modernizing ambitions. The context behind this decision matters more than its surface appearance. For a long time, the EuroLeague has not been a pure competition for national champions. Commercialization and the need for stable income have pushed the league to identify a core group of clubs with strong arenas, supporters, and financial strength. Israeli clubs have often been considered attractive pieces in that group because of their passionate fan culture and respectable international pedigree, even though their domestic media market is smaller than those of Spain, Italy, or Turkey. Hapoel Jerusalem is no stranger to European competition. But its EuroLeague appearances have generally come through long cup campaigns or special invitations. That has limited squad planning: sponsors hesitate to commit long-term financing, key players pause before signing multi-year contracts, and coaching staff cannot build a playing style with a vision beyond one season. A permanent license would change all layers of that picture. Looking at financial factors, the reason behind Hapoel Jerusalem's move becomes clearer. Clubs with long-term licenses usually receive regular revenue distribution from the EuroLeague, including television rights, central sponsorship money, and performance-based bonuses. This steady income helps them build squad depth, retain quality imports, and compete strongly in domestic leagues. For Hapoel Jerusalem, a club with a loyal fanbase in Jerusalem, a long-term ticket also boosts confidence in the transfer market, because players know the club will not disappear from the EuroLeague after one poor season. The franchise approval process is not based only on win totals. Historical reputation, facilities, governance standards, and arena security also weigh heavily. Therefore, the latest announcement does not mean Hapoel Jerusalem is guaranteed a place. It is merely the first step in a series of assessments EuroLeague has designed for special candidates. Having an Israeli club publicly confirmed in the process is still a notable signal, because the EuroLeague rarely reveals applications before the decisive rounds. If Hapoel completes the review stages, a door would open for a generation of young Israeli players. They would test themselves weekly against Europe's biggest clubs, rather than meeting strong opponents only a few times a year in European cups. The Israeli national team would also benefit over time from players hardened in a more demanding environment. Conversely, if this bid fails, Israeli basketball would still have Maccabi Tel Aviv, a long-standing EuroLeague name. But Hapoel Jerusalem has made clear it no longer wants to remain in the background. Hapoel Jerusalem's move comes as the EuroLeague continues to expand its influence in the Middle East and Eastern Europe. Emerging markets not only bring sponsorship money; they also provide emotionally rich sports stories. A club with red-orange colors, a home court in a sacred city, and historic roots in the workers' sports movement could be an ideal narrative for the EuroLeague's global strategy. For now, Hapoel Jerusalem has not announced a specific timeline for the next review stage. But its proactive decision to share the news, rather than let rumors lead the narrative, suggests that the club’s leadership wants to send a message to partners, sponsors, and players weighing their futures. A permanent EuroLeague place would turn Hapoel Jerusalem from a cyclical challenger into a long-term force in European elite basketball. The battle at the EuroLeague headquarters is far from over, but the ball is rolling in the right direction.