Maccabi Tel Aviv unveiled the Official 2017/18 Kit at a festive launch event at the Camilo Hall in Tel Aviv. The Club’s sponsors, Platinum Club guests along with the sports media and general press were also in attendance. Captain Sheran Yeini and midfielder Dor Micha were chosen to present the new Kit during the launch.
For the first time the Club developed, designed and created a unique line of quality sportswear adapted to the needs of the players, fans and Club. The collection includes all the clothing necessities for the players, three Official Match Kit sets in different colors, training kit for the players and professional staff as well as presentation clothing. For the first time Maccabi Tel Aviv also launched a women’s kit.
During the event, various Maccabi officials spoke about the process that took place over the course of the past year. Sharon Tammam, the Club’s Commercial Director stated: “I believe that this is an important day for the Club, team, owner and fans. When Mitch Goldhar purchased the Club – Maccabi began along a new path with a clear goal, to build a professional club with European standards.”
“During the past six years in both the marketing and commercial aspects, we have translated our work with one phrase – to take a football team and turn it into a club and turn the club into a brand. This is a bold move and make no mistake there were commercial proposals, but this move enabled us to provide a different response to the fans and the Club. At the end of the day we are discussing our connection with our fans and FAN ENGAGEMENT. This clothing line contains the essence of the Club from the nostalgic symbol to the various unique elements that can only be found in the kits that are adapted to this specific Club. We could only achieve this through self production. I believe that this long and joint effort combined with experts from Israel and abroad including every department in the Club, professional staff, the players along with the fans brought us to an extraordinary result. Today, Maccabi has launched a complete line of clothing – that is the essence of Maccabi Tel Aviv. Maccabi Tel Aviv is a brand in the full sense of the word.”
The Club’s Merchandise Manager Tal Mualem said: “Just as we wanted the players opinion, it was also important for us to hear from the hearts of our fans, so we created a survey as well as focus groups where we learnt a number of things, for example the design, the placement of the symbol and more. The price was also an issue that we took seriously and the shirt price is currently 219 NIS for adults and 169 NIS for children. We want to invite all of our fans to visit the Club’s stores and purchase the Official shirt. The stores located at Cinema City Rishon Le’Zion and Dizengoff Street underwent a facelift specifically for the launch and believe me it’s worth coming to see. Once again, the fact that a Club like Maccabi Tel Aviv aspires to reach the highest of heights on both the commercial and marketing levels we will continue to push us to do so in the future.”
Commercial Manager Daniel Levy commented: “A major move like this requires a different approaches than what is common up until this day in Israel in terms of launching an Official Kit for the upcoming season. For this purpose, as is done throughout the world when launching a campaign, we worked together with the leading advertising and public relations firm in Israel, but even that was not enough. The most important and critical part of the campaign was that it have a Yellow & Blue soul – that was the basis for this move. After the slogan was chosen and it reflected the essence of the Club, we began building a wide ranging campaign and advertising campaign. We want the fan’s interface with the Club to be different. All of this comes and creates a different perception. The idea is to create a football club that is a brand and this is an extraordinary move. The sponsors, and the fact that sponsors such as HISENSE (the main sponsor) and Kopell Group took a step forward and expressed confidence in this amazing venture is truly wonderful.”
