Embarrassment for Ofer Yanai: Hapoel Tel Aviv could lose up to about 9 million shekels

The Hapoel Tel Aviv basketball club is facing an exceptionally unusual figure regarding the renewal of subscriptions for the upcoming season. In recent days, the "first phase" ended, in which season ticket holders from the previous season were given the opportunity to renew their seats. However, out of about 4,500 fans eligible to renew, only about 800 did so, according to sponsor Stav Shaham.

The figure represents a significant decrease compared to the number of subscriptions the club had last season, and comes against the backdrop of a particularly tense relationship between owner Ofer Yanai and parts of the fan base, led by the Ultras organization.

According to the plan published by the club, in the first phase, one could only renew a subscription if they agreed to also pay an "advance" for a subscription to Euroleague games. This is despite the fact that the team's games in the European framework are not expected to take place in Israel in the near future, and it is still unclear when they can be returned to the country. In addition, according to the plan, fans who did not renew their subscription in the first phase will not be able to purchase a subscription for the team's games later on.

The low number takes on additional significance after the club announced that the team's games would return to being held at the Shlomo Group Arena, in accordance with the fans' request. Despite this, the low renewal rate may be perceived as another expression of distrust towards Yanai and the club's management.

The confrontation between the parties has been going on for a long time and concerns fundamental questions regarding the nature of the club. One of the central issues was Yanai's desire to move key games to the Menora Mivtachim Arena, with the goal of increasing the number of spectators and revenues. On the other hand, among some of the fans, the move was perceived as a blow to the identity of Hapoel Tel Aviv, partly due to the historical identification of the arena with the city rival, Maccabi Tel Aviv.

The issue of pyrotechnics in the stands also exacerbated the relationship. Yanai spoke out against the use of flares and pyrotechnic devices, which led to fines and penalties, while among the Ultras, the measures taken against fans were seen as a blow to the cheering culture and the fan base.

In the background, there is also tension surrounding the ownership structure. Hapoel Tel Aviv was redeveloped as a fan-owned club through the "Adom Ve-Od Eich" association, and Yanai's entry as a dominant owner, alongside significant financial investments, created controversy over the question of how much the club's identity and community should integrate into a business model based on growth and revenue. Yanai's public statements on social media and exchanges with elements among the fans also contributed to the escalation of the conflict.

Economically, the loss of about 3,700 subscriptions compared to the previous season could be significant. Assuming the average price of a subscription ranges between 1,500 and 2,500 shekels, this is a potential direct loss of revenue of about 5.55 to 9.25 million shekels. To this may be added ancillary income from game days, including sales of food, drinks, and merchandise, as well as income from the sale of individual tickets and sponsorships.

However, the club still has time until the start of the official season, in about a month and a half, and it will be able to try to sell the remaining 3,500 seats at the Shlomo Group Arena. But for a team that is building a high-profile roster and competing in the top European arena, the current figure poses a significant question mark around the connection with the audience.