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The Hanukkah merch market has exploded. But are Jews feeling more represented?

(JTA) — It was early November when Nicholas Wymer-Santiago walked into his local Target in Austin, Texas, and realized it was beginning to feel a lot like Hanukkah.

Instead of an endcap with a limited array of Hanukkah basics, as he had seen in past years, there stretched out a whole aisle of holiday products: pillows; dreidel-shaped pet toys; window decals; menorahs in the shape of lions, corgis and whales; and so much more. Even the $5-and-under impulse-buys section filled with seasonal products had a supply of Hanukkah goods, including a Star of David-shaped bowl and a set of dishes labeled “sour cream” and “applesauce.”

“In a good way, it was overwhelming at first, because there’s so much and I kind of want to buy it all,” Wymer-Santiago recalled feeling as he stood in the holiday section, looking up at a large photograph of a Hanukkah celebration alongside others showcasing Christmas.

The higher education administrator at the University of Texas decided to limit himself, at first taking home just a tea towel and a matching mug printed with a Hanukkah motif.

“And then I came back twice, maybe three times and each time I bought more and more items that I know I probably don’t need,” he said. “I think I’ve just had so much excitement about the novelty of it all, and having the ability to purchase these items, many of which I’ve never seen before.”

Wymer-Santiago is hardly alone in loading his cart with Hanukkah merchandise. Across the United States, big-box stores appear to be stocking more Hanukkah products than ever — and while off-color items such as Hanukkah gnomes and “Oy to the World” dish towels have raised eyebrows, the real story might be that American retailers have decked their shelves with menorahs, tableware and other items that are appropriate, affordable and often downright tasteful.

For many American Jews, the result is a sense of inclusion at a time of unease — although some are wrestling with what it means to have access to a fast-fashion form of Judaica.

“It is very exciting to go into Target or Michaels or a Walmart and to see Hanukkah merchandise,” said Ariel Scheer Stein, an influencer who shares crafting and holiday content for Jewish families on Instagram, where she has more than 20,000 followers.

Social media influencers in Miami, New York City and Denver respond to the flood of Hanukkah products at their local Target shops in 2022. (Instagram/@jamwithjamie/@cupofjo)

“The feeling is almost like pride and like we’re being seen and represented,” Stein added. “In a sea of Christmas … it feels really great, even if it’s a much smaller representation, that the Jewish holiday is there also and the Jewish community is being acknowledged and represented.”

The idea that retailers have stocked up on Hanukkah goods to make Jews feel represented is tempting, but it’s probably not the only reason for a shift in the market, according to Russell Winer, deputy chair of the marketing department at New York University’s Stern School of Business. He said that while an endcap — the small set of shelves at the end of an aisle — might sometimes be given over for symbolic purposes, the devotion of an entire aisle at the busiest time of the year is purely a business decision.

“These stores are very sophisticated in what they put in them,” Winer said. “They’re not going to put stuff on the shelves, especially at the holidays, if they don’t think they’re going to sell.”

There are signs that the Hanukkah market might be much wider than the proportion of Americans who identify as Jewish, 2.5%, would suggest. Numerator, a respected consumer trends polling firm, found in a survey of 11,000 consumers conducted in January 2022 that 14% of respondents said they were “definitely” or “probably” celebrating Hanukkah this year, compared to 96% for Christmas. More than half of the Hanukkah celebrants said they expected to spend more than $50 on the holiday — suggesting that retailers can expect hundreds of millions of dollars in Hanukkah spending this year.

Part of that marketplace is the growing number of families in which Hanukkah is celebrated alongside other holidays, usually Christmas. Most American Jews who have married in the last decade have done so to people who are not Jewish, according to the 2020 Pew study of American Jews; most of them say they are raising their children exclusively or partly as Jews. They may want to have products that allow Hanukkah to share the stage equitably with the other celebrations in their family.

“I’m not terribly surprised from a cultural standpoint that there’s more merchandise,” said Winer, who is Jewish. He said he and his wife had purchased Hanukkah stockings for their grandchildren, who are being raised in two faith traditions. (Evangelical Christians and Messianics, those who adopt Jewish practices while believing in the divinity of Jesus, also represent an emerging market for Jewish ritual objects.)

Stein offered another theory to explain the uptick in interest in Hanukkah products: the fact that social media and Zoom meetings have made home lives more transparent than ever.

“The communal sharing of lives, whether you’re an influencer or even my friends on Facebook showing what their display is this year or taking a picture of a recipe they were really proud of, making latkes from scratch — there’s just more visibility than there has been in the past,” she said. “And that’s probably a factor.”

Whatever the reasons, shoppers are noticing. Like Stein and countless other Jewish influencers, Rabbi Yael Buechler, a devoted observer of Jewish consumer trends, has offered tours of Hanukkah merchandise to her social media followers. Wearing Hanukkah pajamas that she designed and sells, Buechler has posted 14 videos to TikTok showcasing the Hanukkah collections of national retailers and assigns each store a “yay” or “nay” based on several metrics, including whether items display accurate Hebrew or appear to be generic blue-and-white items being passed off as made for the holiday. The videos, which have been viewed hundreds of thousands of times, have given her a broad view of what’s available to the Hanukkah consumer.

@midrashmanicures

Welcome to the second installment of Hanukkah merch: YAY or NAY? .@target edition .Items were rated by:If the product was beyond blue & white Correct Hebrew Whether the Hanukkiyah was kosher If the Hanukkah pun was goodWhether animal was Hanukkah punnable (i.e. Menorasaurus) .#hanukkahiscoming #hanukkahfails #hanukkahcountdown #hanukkahyayornay #yayornay #hanukkah2022 #targetfinds #hanukkahpresents #hanukkahpjs #hanukkahgifts #hanukkahcheck #chanukah2022

♬ Oh Hanukkah – Maccabeats

“I see a lot more products this year than any other year,” said Buechler, who works at a Jewish school outside New York City. “I see a lot of new prints. I see more creativity in the market. I see more humor in the market.”

Like Wymer-Santiago, Buechler said Target, which has 2,000 locations across the United States, stood out as offering the widest array of products and the lowest proportion of “fails,” or products that miss the mark religiously, culturally or aesthetically.

“They have really stepped it up,” Buechler said. “Target also carries the Nickelodeon ‘Rugrats’ Hanukkah sweatshirts that are just brilliant. … I would definitely say they get the biggest ‘yay’ for this year.”

Target, which has a track record of using inclusive imagery in its advertisements and in-store promotions, declined to answer questions about its offerings, including how much bigger its Hanukkah collection is this year than in the past and how widely the products for Jewish buyers have been distributed. But a spokesperson said the feeling Wymer-Santiago and Stein described after visiting their local stores is exactly what the company is trying to cultivate.

“Target is committed to creating an inclusive guest experience in which all guests feel represented,” the spokesperson wrote in an email. The spokesperson noted that Target’s Hanukkah assortment “was developed in collaboration with Jewish team members and input from our Jewish employee resource group” and crosses several of the retailer’s in-house brands.

One of those lines, Opalhouse by Jungalow, was created by a Jewish artist, Justina Blakeney. Last year, Blakeney’s first Hanukkah collection included plates and pillows, as well as a gold menorah shaped like a dove. This year, Blakeney added new pillow designs and a clay menorah.

Target’s website prominent promotes Hanukkah products, including from a house brand by a Jewish creator named Justina Blakeney. (Screenshot)

“If I could go back in time and tell elementary-school-aged Justina (or ‘Tina’ as I was called back then) that I would have a chance to design a Hanukkah collection for Target, I would have lost my mind,” she wrote in an October blog post revealing the collection.

Hanukkah goods have always been widely available through Jewish merchandisers and at synagogue bazaars — but those products have been available only to people who already engaged in Jewish communities. Amazon and other online retailers have increased access, but only for people who are hunting for Hanukkah supplies. A Hanukkah aisle at Target, in contrast, reaches the many Jews who may not already have robust holiday traditions.

Stein, who said she particularly regretted not snapping up a marble dreidel sculpture that quickly sold out at Target, said she saw only benefits in promoting major retailers’ Hanukkah offerings, even if doing so has made her something of an unpaid advertiser at times.

“Right now, especially with the rise of antisemitism, if there are ways that we can spur Jewish joy — and for me, that’s by sharing and inspiring people with different kinds of Hanukkah merch and home decor and jewelry — I think that’s great,” she said.

Not everyone is thrilled by the shift in the marketplace. The sweeping Hanukkah displays are drawing criticism from those who have long lamented that the American primacy of Christmas has caused Jews to focus too much on a minor holiday, while leaving holidays with more religious significance relatively uncelebrated.

“I think: What would it feel like to see a giant Shavuot display?” Wymer-Santiago said.

The fast-fashion aspect of the big-box retailers’ offerings, many of which are imported from China, also raises concerns about whether easy access to trendy Judaica comes at environmental and cultural costs.

“How about we don’t extract fossil fuels to make crap that no one needs and that makes Jewish communities less distinctive?” asked Dan Friedman, a writer and longtime climate activist, though he emphasized that systemic change, rather than tweaks to purchasing decisions by Jewish consumers, is needed to avert climate catastrophe.

For Buechler and others, the benefits of a mass-market Hanukkah merchandise boom outweigh any possible drawbacks.

“As a rabbi, I am all for anything that will make Hanukkah celebrations more engaging and potentially lengthen a family celebration,” said Buechler, who said her own collection had outgrown the four tubs it occupied several months ago, and that one of her favorite purchases was of a Hanukkah sweater for lizards that she bought for a friend’s guinea pig.

“I really do believe that owning different kinds of Hanukkah merch, whether apparel or otherwise, will increase the likelihood that a family will celebrate with friends with family for more nights than they would have last year,” she added.

Nicholas Wymer-Santiago takes a selfie showing off his menorah collection, mostly acquired at his local Target in Austin, Texas. (Courtesy of Wymer-Santiago)

Wymer-Santiago plans to celebrate the holiday with his family in Ohio, meaning that he will be leaving behind much of this year’s Target haul in his Austin apartment: the device that makes dreidel-shaped waffles, the window decals that advertise the holiday to passersby, the giant dreidel-shaped jar that he has filled with, well, dreidels. He said he planned to make room in his suitcase for at least one item: a $5 menorah that reminds him of his dog.

Wymer-Santiago said a piece of him worried that Target was taking advantage of his excitement about Jewish representation, the way it has been criticized for doing around LGBTQ Pride celebrations, to sell him stuff he doesn’t need.

“Every time I buy something from Target in general, but definitely for Hanukkah, I think about this,” he said. “But then I think: This thing is so cute. And I just need it.”


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Israel’s government just took a terrifying new step toward authoritarianism

For the first time since Israel’s founding, the government has rejected a binding ruling of the Supreme Court.

At first glance, the effects of the latest outrage from Prime Minister Benjamin Netanyahu’s government may appear narrow in scope. The immediate dispute concerned the Second Authority for Television and Radio, an independent broadcasting regulator, and a technical disagreement over whether it may continue operating after resignations left it without the quorum ordinarily required by law.

But don’t be deceived: The Netanyahu cabinet’s Sunday choice to adopt a resolution declaring it would not recognize a court order that would allow the regulator to continue functioning has serious implications. Whatever one thinks of the legal merits of the underlying case, that declaration establishes a constitutional precedent unlike any that has existed in Israel until now. And it underlines a longstanding theme of Netanyahu’s campaigning in advance of the October elections: His claim that the Supreme Court is the unelected enemy of the people.

The dispute itself arose after the Supreme Court froze controversial appointments to the Second Authority, including for a new chairperson, while it considered petitions challenging the appointments.

Following the court’s intervention, several members of the council resigned in what the justices suggested appeared to be a coordinated effort to prevent the regulator from functioning. Their departure left the council without the statutory quorum needed to conduct business, including deciding on the proposed acquisition of the TV station Channel 13 by a liberal group led by tech mogul Asaf Rappaport.

The Supreme Court responded in June by ruling that those resignations could not be used as an excuse to avoid implementing its earlier orders, and allowed the regulator to continue operating pending a final decision. Communications Minister Shlomo Karhi and Justice Minister Yariv Levin argued that the court had effectively rewritten the governing statute.

Now, rather than seeking reconsideration or pursuing legislative change, the cabinet has adopted a resolution declaring that it will not recognize decisions made by the Second Authority in the wake of the court’s order.

Reasonable lawyers can and should disagree about whether the Supreme Court reached the correct legal conclusion. Courts issue controversial rulings, and governments are entirely entitled to criticize them, seek legislative remedies, campaign to change the law or argue that judges exceeded their authority. That process is an essential part of how a healthy democracy works.

But until this past weekend, such disagreements in Israel always took place within a constitutional framework in which the government’s obligation to obey binding judicial decisions remained unquestioned.

For several years, the current coalition has waged an increasingly aggressive campaign against institutions that constrain executive power.

The judicial overhaul proposed in 2023 sought to weaken the courts’ ability to review government action, sparking months of massive protests against what Israelis rightly viewed as a sharp turn toward authoritarianism. Since then, ministers have repeatedly attacked the attorney general, legal advisers, prosecutors and senior civil servants as unelected officials frustrating the will of the majority. And the government quietly revived some parts of the proposed overhaul last year.

The latest confrontation carries that argument one decisive step further.

Levin, the justice minister, argued that the court’s ruling “contradicts the clear language of the law.”

The subtext to his statement is clear: it’s an anti-democratic assertion that only the governing coalition can determine what laws actually mean. And the timing is no coincidence. Israel is approaching what many regard as the most consequential election in its history, and public discussion has increasingly been shaped by fears that Netanyahu — who is still on trial for bribery, fraud and breach of trust — will attempt to sabotage the election, launching the country into an unprecedented constitutional confrontation over the electoral process.

If those fears materialize, the Supreme Court will be the institution called upon to determine what the law requires. A government that has already established the principle that it may refuse to recognize judicial rulings has inevitably altered the context in which that dispute would unfold.

Thus, the implications of Levin’s words are grim. If the Supreme Court attempts to counteract Netanyahu in the fall, it’s easy to imagine the cabinet making a version of this exact argument as an excuse to ignore those rulings, too.

With that context in mind, the cabinet’s decision prompted sharp outcry, including from President Isaac Herzog, who said it struck “at the heart of the nation’s unity.”

And it called to mind a famous — if possibly apocryphal — declaration attributed to former Prime Minister Menachem Begin, who founded Netanyahu’s Likud Party, that “there are judges in Jerusalem.” Those words became foundational in Israel because they reflected a foundational democratic principle: that elected leaders, no less than ordinary citizens, are themselves subject to the law as interpreted by the courts.

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A synagogue will soar above the Venice Biennale’s politics, and its lagoon

The wandering Jew. The rootless cosmopolitan. Being homeless and belonging nowhere has long been a negative Jewish stereotype.

But what if this trait was, instead, something beautiful?

That’s the idea posed by Nabatele, an art installation from Ukrainian-Jewish artist Anna Kamyshan. A synagogue, an amalgam of different wooden shtetl synagogues across Europe, perches on a heap of earth. But it’s not on the ground — the synagogue is soaring in the sky.

It sounds impossible, but Kamyshan is installing Nabatele as an official project of the Venice Biennale, where it will float over the city’s lagoon, starting July 16. She worked with engineers in the U.K., a production company in Spain, and she imported some supplies from Denmark to make it all come together.

“We are trying to engineer some magic,” Kamyshan said, describing the process over a video call.

The Venice Biennale, which has been around since 1895, is the oldest art festival of its kind. It is organized by country; each has its own pavilion in Venice where artists representing their nation install their pieces. But that utopian vision of inclusion isn’t always simple. This year, in protest of both Israel’s and Russia’s participation, the entire jury — the group in charge of meting out the festival’s prestigious awards — resigned from the festival after putting out a statement that they would not award artists from countries “whose leaders are currently charged with crimes against humanity by the International Criminal Court.” (Both Benjamin Netanyahu and Vladimir Putin fall into this group.) Protests, led by the activist group Art Not Genocide Alliance, have marched through the streets of Venice.

But Nabatele is affiliated with the Yiddishland Pavilion, a project that sidesteps the entire controversy of choosing which nations can participate. It isn’t tied to Israel, or, for that matter, any other country. In fact, arguably it isn’t tied to the Biennale. It’s not even a physical pavilion. It debuted — unofficially — at the Biennale in 2022, when artist Yevgeniy Fiks and curator Maria Veits had the idea of a “conceptual, independent, non-national” pavilion. But it’s something of a guerilla project. Since Yiddishland doesn’t have a physical pavilion, its exhibits are scattered around the city, often including performance art popping up in public spaces.

In an interview with the Forward in 2025, Fiks said the idea of Yiddishland originally emerged  in the early 20th century when a group of Yiddish-speaking Jews toyed with rejecting nation-based identity in favor of “the idea that Yiddish language and culture create their own homeland — an imaginary place where Yiddish-speakers always belong.” It’s fitting, then, that its pavilion is similarly ephemeral.

Nabatele, however, is a very physical piece. Yiddishland might not have a physical state or pavilion, but despite this lack of space on land, the installation is monumental. It floats, filled with helium, over Venice’s waters. And it was too big to install without the Biennale’s official buy-in. So Kamyshan, with support from the Montreal Jewish Museum, submitted the project to become an official part of the festival, as a “Collateral Event.” It was a longshot, the artist said, and none of them expected it to be accepted.

But it was. Which meant Kamyshan had to figure out how to actually make the project.

“If there would be this stateless state of Yiddishland, what would be the representation of it at the Venice Biennale? For me it’s clear — there is no space, it has to fly,” Kamyshan said. “It’s also a very Jewish thing, not to be rooted.”

Nabatele’s synagogue rests on what appears to be a massive pile of rocks and soil — an earthly groundedness it carries into the sky. (How does all of this wood and dirt float? Well, Kamyshan told me it was made of “the most cosmic magical materials,” and also a lot of helium. Beyond that, she said that she didn’t want to spoil the illusion.)

The name comes from a compound of the Slavic word nabat, which means a beacon or alarm in Russian and Ukrainian, along with the Yiddish diminutive elle, softening the meaning. (Nabat in biblical Hebrew has a related definition, meaning “to look.”)  Light shines out of its windows, a nod to every synagogue’s ner tamid, or eternal light, serving as a sort of flare or lodestar, beckoning to passersby.

“I think it’s difficult times for Jews to identify yourself as Jews,” Kamyshan said. “It’s just heavy, you know?” So she made something light — an alarm to remind people not of the danger of being Jewish, but of its beauty.

If all goes well with installation, the highest point of the floating synagogue will be 45 meters above the water — nearly 150 feet.

Kamyshan said she hopes the message of lightness, and of carrying a home within yourself, will be universal for members of an increasingly globalized world. As a Ukrainian-Jewish woman, born to a Russian-speaking family — and simply as an artist who has moved regularly and lived in cities across the world — Kamyshan said she related to the idea of rootlessness beyond its Jewish history. In the past, she struggled with the feeling that she was never quite enough of any one of her identities to belong. Today, however, she sees her lack of home as a kind of superpower that prevents her from being “trapped by some land.”

“I have to be rooted within myself, and it gives me a lot of freedom. And I enjoy this freedom,” she said. “And when you look at this art object you think: Was it ever part of the land and was uprooted? Or did it always enjoy this freedom? And I like this ambiguity.”

The floating synagogue Nabatele will be on view in Venice from July 16 through Sept. 16, 2026, weather depending.

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They were the Messis and Ronaldos of their time. And their fellow countrymen murdered them.

The World Cup is in full swing. Cristiano Ronaldo, CR7 himself, is improbably, arrogantly playing his sixth tournament at the age of 41. The media loves it: the Lionel Messi vs Ronaldo rivalry continues. Ronaldo plays on with tears and tantrums, breaking records and refusing to simply grow old and go home.

But David Bolchover, author of Digging Deep: Unearthing the Stories of Eleven Murdered Jewish Footballing Greats, finds himself thinking about a different 41-year-old: Jozsef Braun. Arguably the greatest Jewish footballer who ever lived, he was killed by the very Hungarians who had once cheered his name.

“When he was murdered, he was 41,” Bolchover told me when we spoke recently. It was less than 15 years after he had last scored an international goal for Hungary — then one of the top few international teams in the world.

Millions of Jews across Europe were part of the burgeoning soccer culture that was sweeping the continent, with disproportionate representation among elite players, coaches and referees, The way Bolchover tells it, the Jewish soccer culture lost in the European Holocaust was as substantial as the foundational Jewish contributions to culture that helped bring western civilization into the 20th century.

Although he restricts himself to people who played for their countries and who were murdered in the Shoah, Bolchover has selected a team of greats in all 1 positions. He quotes Ursula von der Leyen, president of the European Commission, in 2022, saying “There is no Europe without European Jews,” but where she was thinking that “Europe is Mahler and Kafka, and Freud,” Bolchover is thinking Braun, Zygmunt Steuermann, Béla Guttmann and Arpad Weisz.

These were some of the elite players, coaches and visionaries of the sport — the Messis, Ronaldos, Pep Guardiolas, Zinedine Zidanes, and Carlo Ancelottis of their time. Indeed, Bolchover says that one significant reason that Hungary and Austria’s all-conquering soccer teams became second rate was that they murdered the Jewish populations who were instrumental in achieving and perpetuating that excellence. Dave Rich, who wrote about the UK release of the book, made a point that Bolchover says he wishes he had thought of himself: “Jewish footballers were as prevalent in the football leagues of central and Eastern Europe in the 1920s and 1930s as Black players are in the Premier League today.”

The team that Bolchover unveils in his book would strike fear into the hearts of any pre-War expert on European soccer. Wunderkind Steuermann scored Poland’s first ever international hat trick. Max Scheuer played his whole career for the Jewish, Zionist team Hakoah Wien and led them to the Austrian national title. Weisz went from international star player to record-winning coach, winning the Italian championship for Bologna and Inter Milan. He remains the youngest coach to win Serie A.

Arguably the greatest Jewish footballer who ever lived, Jozsef Braun was killed by the very Hungarians who had once cheered his name. Courtesy of David Bolchover

Across eight chapters, Bolchover tells the stories of his 11 selected players of his selection and, in so doing, tells a particular history of the Shoah. He can even ignore György Molnár and József Eisenhoffer who between them, in 1924, scored Hungary’s first six goals as they humiliated Italy 7-1 in Budapest. But, along with the glory, it seems like on every page there are footnotes chronicling the tragic fate of the Jews in the towns and villages from which players, their wives, and their families hail.

“I’m not going to just mention a place where Jews lived and not tell you what happened,” Bolchover said. “To me, that’s an abandonment of responsibility. You often get non-Jewish English writers just letting it lie: ‘He was from this area and he died in Auschwitz.’ It’s not good enough.”

Bolchover deliberately avoids saying that these men “died” or that they “perished”; he says they were murdered. “Vocabulary is very important,” he told me. “You have to use ‘murder.’ You can’t use ‘died.’ Even ‘perished,’ I don’t like… I talk about the Holocaust as the Holocaust was. A Jew who’s not angry about the Holocaust is a strange Jew.”

Bolchover is also scathing about the nations for whom his protagonists played. He resists describing many of his players simply as Hungarian, Austrian or German. History, he argues, has already rendered its verdict. “The ones that thought they were Hungarian, the ones that thought they were German, the ones that thought they were Austrian were proven to be wrong,” he said. “They were rejected by the host societies… In the end, they were Jews.”

This is not a polite book. Bolchover does not soften his account for squeamish readers, and he does not traffic in the comforting framing that has come to dominate Holocaust memory in the West: the survivor, the righteous gentile, the redemptive arc. His previous book, The Greatest Comeback, told the story of Béla Guttmann — the brilliant Jewish coach saved by his future brother-in-law — and even that book, Bolchover insists, “did not pull any punches.” This one pulls even fewer. This one is about the rule that Jews were industrially murdered by diverse populations across the continent, not the exception of a few that were saved.

“I felt I needed to write this book,” he said. “I felt more and more drawn to the stories of those who didn’t make it. You feel a responsibility to tell their stories because nobody else can tell them. I felt if I don’t write this book about these 11 players, nobody would. And certainly not in the right way.”

The book was sparked, in part, by fury. In 2019, the release of the biopic about Bert Trautmann — the German goalkeeper who played for Manchester City and who had served in the Wehrmacht — generated a wave of admiring press coverage that Bolchover found intolerable. Trautmann had, it was widely noted, apologized for being a Nazi; the coverage seemed to imply that he was a great guy who had simply made some unfortunate early choices.

“He apologized for being a Nazi, but he was a Nazi,” Bolchoverf said. “He apologized for being an antisemite, but he was an antisemite. And the regime he fought for and supported murdered all these great Jewish footballers that nobody’s ever heard of.”

Photo of Hasmonea Lwow in 1924. Zygmunt Steuermann is standing on the far left. Courtesy of David Bolchover

That nobody has heard of them is not an accident. It is, Bolchover argues, a failure of collective memory — one that begins with the mass extermination of the Jewish crowds who would remember their heroes and proceeds to the shame and repression of the national crowds who gleefully murdered their Jewish compatriots. Jews too have been too quick to embrace the “people of the book” stereotype and look to claim credit for founding football clubs (Bayern Munich, yes; Eintracht Frankfurt, yes; Ajax, yes) while remaining curiously silent or ignorant about the fact that Jews were also, for a golden pre-war generation, many of the very best players on the continent.

“Jews, even Jews, are slightly uncomfortable with the fact of their own ignorance, that actually it wasn’t the founders that were important,” he said. “Why all the focus on that? Why not all the focus on all the top international footballers and coaches? Do we focus really on the founders now, or on the chairman? No, we focus on Messi and Ronaldo.”

The answer, Bolchover suggests, is the Holocaust. Not just because it killed the players, but because it killed the memory of the players. The destruction of European Jewry was so total, so final, that it erased not only lives but legacies. When people laugh and say Jews aren’t really footballers — better suited to medicine, to finance — they are, Bolchover argues, “laughing at our own destruction.”

The 11 players in the book are drawn from across Europe. Bolchover’s structural rule — that they must all be full internationals — was deliberate. He is making a point: These were not obscure club players; they were the stars of their nations, the best their countries could produce. And then their countries killed them.

Only three of the 11 — Julius Hirsch, Otto Fischer, and Weisz — have had some biographical attention in German and Italian and a few English-language articles. With the exception of a few recent Polish language articles about Józef Klotz’s famous penalty, the others are, as Bolchover puts it, “completely forgotten, really.
And they’re not now. They’re in print, their names are there, and people can read about them.”
Author David Bolchover Courtesy of David Bolchover

Bolchover mentions the research he and others have done using Holocaust Yizkor Books — the Jewish memorial books, where decimated communities honored their obligation to remember the dead by listing the names and fates of former neighbors. Bolchover resists that simplistic framing. This is not a memorial volume in the old community sense. It is a piece of serious sports history and Holocaust scholarship, with deep archival research, extensive footnoting, and the kind of narrative drive that makes it readable to someone who has never opened a Jewish history book in their life.

He is withering, too, about the broader European refusal to reckon honestly with the nature of the Holocaust. As Simon Schama has argued — and Bolchover echoes — the Holocaust was not something that happened to the Jews while Europe stood helplessly by. It was something Europe did to the Jews, on a grand scale, with widespread participation. “That’s something Europe doesn’t want to talk about,” Bolchover said. “And even European or British Jews and American Jews don’t want to talk about it.”

None of this is comfortable reading. None of the conversation I had with Bolchover was comfortable. But, in the way that Bolchover insists the Holocaust itself must be discussed, it is honest. As he writes in the book, “to say that the destructive assault on European Jewry was some sort of historical blip or carried out and supported only by an elite cadre of committed German Nazis, constitutes a highly underestimated and sophisticated form of Holocaust denial.”

Which brings us, inevitably, to the 2026 World Cup. To the question of what this history means for the Jews who are alive today, watching the tournament on their screens and phones, where only one Jewish player is on the roster of any of the 48 teams and not a single one is from Europe. This isn’t because Jews are good at business not sport, it’s because Europeans murdered all the Jews who were brilliant sportsmen and coaches and all the Jews who would remember them.

At his UK book launch, Bolchover made the link explicit. Ronaldo at his sixth World Cup. The greatest Jewish footballer who ever lived, murdered at 41. The crowds in their national colors, Norwegians rowing, Senegal drumming, the Scots with their bagpipes, the Dutch in orange. And then the question that nobody wants to ask: What would happen if Israel qualified for the World Cup?

“What would happen if they were there? Nobody would go, ‘Oh, look at those fun-loving Israelis.’ Even in America. And imagine if they were anywhere else in the world.” The same hatred, he said quietly, that accounted for the murder of his eleven players — it is still there. Still in football. FIFA, he noted, has never held a memorial for the great Jewish footballers and coaches who were murdered in the Holocaust.

We know why.

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