Set in mid-October 2023, the case places students in the shoes of Donna Cullen, executive director of the London-based Tottenham Hotspur Football Club. In collaboration with the club’s chair and CEO Daniel Levy, Cullen needed to decide whether to issue a statement in response to Hamas’s October 7 attack against Israel. Tottenham Hotspur had a longstanding connection with the Jewish community and employed the only Israeli player in the English Premier League. The executives knew that their Jewish fans expected them to issue a statement in support of Israel. However, they also knew that such a statement risked alienating other portions of the club’s fan base. The executives had to decide whether to issue a statement in explicit support of Israel or a neutral statement mourning the loss of life on both sides of the conflict. Alternatively, they could decide not to issue a statement at all. The case explores the challenges that arise when brands take positions on social issues and would be suitable for courses on branding, marketing, and business and society.