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Time to speak: The burden of proof on Betar Jerusalem is over

The sharp message of celebrating and the harsh words of Ohana will not succeed in hiding years of backing and legitimacy that her family received from Betar Jerusalem. It is not certain that even after the steps taken, the goal will be achieved, but we must start.

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• Beitar Jerusalem

David Manor

Wednesday, 20 October 2021, 15:08 Updated: 16:35

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Every media consultant and every advertising person knows that building an image of a particular organization takes a lot of time.

You need to define a target audience, decide what strengths stand out, what things set you apart from other competing organizations and what organizational culture you want to instill in your business.

It is a process that requires mostly time, perseverance and money.

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Eli Ohana: "La Familia, enemies and haters of Betar, hooligans are a compliment for them"

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If building an image is a difficult and sometimes Sisyphean process, which requires patience, then it is twice as difficult to change an ingrained and existing pattern.

Here you already have to convince the audience that you are not exactly what has been thought and said about you for years, but that your DNA has undergone a metamorphosis and you are today a different organization.

The city of Bat Yam, for example, has been trying for years to free itself from a problematic image, and although the population has largely changed and a lot of money is invested in culture, it is still categorized by many people as a city of crime.

Givatayim was marked for years as the oldest city in Israel and only after years of population exchange, which included the movement of young people from neighboring Tel Aviv and media articles about bars and cafes popping up in every corner, did it manage to shed its old image a little.

To this day, Haifa is trying to fight the image of a "red city" and is barely successful, and there is no shortage of other examples.

With all good will, it is impossible to get up one bright day and say "we have changed" (Photo: Berni Ardov)

This brings me to the statements of Eli Ohana and Moshe Hogg, who woke up one bright day and decided that the La Familia organization should be thrown out.

Fine, but such a move is not made in vain nor is a lawsuit or two against fans who have hurt the team enough.

Betar should understand that a team that has nurtured "family" in the Italian sense of the word for years, backed it up and legitimized it, refrained from bringing in Arab players to remain "pure" and was always identified with the far-right part of the political map, could not get up one morning and say "we changed" And more to expect them to believe her.

So to sign Muhammad Salah and Riyad is an unrealistic rhyme, to close Teddy to the whole audience wherever he is - this is also an impossible task, but to hire the services of an image consultant and an advertising consultant and embark on a long journey that includes image change and perception, investing in education and social equality. And should be done, and beautiful one hour earlier.

Ohana can write a lot of columns and say that La Familia is an enemy of Betar, but after years of the group he heads allowing these fans to define her as racist, one must move on to the action stage, because at the moment it is not really convincing.

More on Walla!

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• Summary: France - Spain 1: 2

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• Summary: Italy - Belgium 1: 2 (game for third place ...

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Moshe celebrates responding to the violent event of La Familia in the stands of Betar Jerusalem (Betar Jerusalem)

David Manor (Photo: courtesy of the photographer)

Mitch Goldhaar knew how to position Maccabi Tel Aviv as a team in which the man precedes a player, who did not hesitate to throw two players who deviated from the codes of conduct that he himself coined, even if it cost him dearly professionally.

Maccabi Tel Aviv did not win the championship as a direct result of the release of these players, but the move positions it as a team with a different cultural DNA, although even among the many fans it has there is a racist camp no less than that of La Familia members.

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