Paul Keuter

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Paul Keuter (born October 22, 1974 in Hamburg ) is a German football official . He has been a member of the management team at Hertha BSC since January 2016 . In addition to the digital transformation of the Bundesliga club, Keuter is responsible for the areas of communication, brand management and CSR . In May 2019 he was appointed to the board of the Hertha BSC Foundation .

Career

Twitter

Paul Keuter was responsible for the sports area of ​​the short message service Twitter between 2012 and 2015 . There he designed a. a. the US company's strategy for the 2014 World Cup . The semi-final of the German national team against hosts Brazil was the event that had received the most tweets worldwide (35.6 million).

Hertha BSC

In 2016, Hertha BSC was the first Bundesliga club to bring Keuter, a man for digitization, into the club management. As part of this commitment, Keuter repeatedly emphasized that the core of the transformation was a cultural change and also called for a rethink in the entire industry. He took a public position on controversial issues such as B. the controversial 50 + 1 rule , in which he advocated a modification of this very rule. This attitude and the responsibility for various marketing measures led to Keuter's rejection by some of the active Hertha BSC fans . This rejection was underpinned at home games in the Olympic Stadium with threatening posters (“Keuter, your end is coming!”) And “Keuter out” shouts. The hostility reached its preliminary climax when strangers smeared the apartment building in which Keuter lives with his family in October 2018.

In 2018, Keuter opened the first German e-sports academy for a Bundesliga club at Hertha BSC .

The socio-political commitment of the association, which was growing under Keuter, was also repeatedly criticized. An example of this is the team's kneeling before the Bundesliga home game against Schalke 04 on October 14, 2017. It should be a general symbol against racism and discrimination and thus support the protest of the American football player Colin Kaepernick , who refused the NFL in the USA To make playing the national anthem and thereby supposedly lost his job. Hertha BSC and Keuter found themselves exposed to great popularity from abroad but also criticism in Germany. The main point of criticism was the involvement of the Jung von Matt agency and the assumption that this action was only made for PR reasons.

In this context, Keuter was able to present the American athlete Tommie Smith with the International Peace Prize Dresden on February 18, 2018 in the Semperoper . Tommie Smith was u. a. known for his protest during the 1968 Olympic Games .

Paul Keuter 2018. With Hertha BSC in the USA
Paul Keuter 2018 in the USA

In March 2018, Keuter signed the Diversity Charter for the association .

In June 2019, Hertha BSC took the entire team on a trip to the USA , which was supposed to herald the first step towards international marketing of the club. In addition to two friendlies, the focus was on a motto developed by Keuter: “Berlin tears down walls” . This was intended to transport both the thirtieth anniversary of the fall of the Berlin Wall and the statement that the club condemns walls in general. A clear political message in a country where President Donald Trump wants to build a wall on the border with Mexico .

At the end of 2019 he became a member of LFCA (Leaders For Climate Action) and thus took a first step for Hertha BSC towards the future climate neutrality of the club.

In April 2020, Keuter said in an interview with the Berliner Morgenpost u. a. to the trainer Jürgen Klinsmann, who resigned via Facebook . After he had put the entire club management in a very bad light in his supposed diaries, which were published by SportBILD .

Berliner Morgenpost: "Keyword culture: According to Jürgen Klinsmann, there should be a culture of lies at Hertha. What does he mean by that?"

Paul Keuter: "I don't know, but Jürgen Klinsmann knows as much about cultural change as a rooster knows about laying eggs. I won't go into his ego madness. All I can do is wish him a speedy recovery."

Berliner Morgenpost: "Klinsmann caused a lot of publicity. From a brand point of view: Has it been of more use to Hertha or rather harmed it by its inglorious departure?"

Paul Keuter: "Basically his message was right - we want to move forward as a club. The only problem is that Jürgen Klinsmann wasn't really about Hertha BSC, but only about himself. He has what I always propagate at least not understood: continuity beats intensity. The grass doesn't grow faster if you pull on it. "

This statement was the first public statement by a person responsible for Hertha BSC after Klinsmann left and it was discussed controversially.

Corona crisis

When the Covid 19 pandemic forced the Bundesliga into a forced break at the beginning of 2020 , Keuter used this as an opportunity to expand the CSR area of ​​the capital city club and its social commitment, to bring it even more into focus and strategically in all areas of the club anchor. He initiated many regional projects that provided immediate aid during the crisis.

The expansion of the digital offer for fans also picked up even faster. After resuming games without a spectator ( ghost game ), Hertha BSC offered its fans a new virtual experience for their own home games with "Hertha 030 - the match day living room".

On June 16, 2020, Keuter was a guest on the ARD talk show "Sportschau Thema", in which he a. a. discussed professional football after Corona with DFB President Fritz Keller . Following the broadcast, he tweeted that the discourse about football would have to de-ideologize because in the end all interest groups would be in the same boat.

Trivia

  • Paul Keuter has been an advisor to the former German national soccer player Arne Friedrich since 2011 and, among other things, initiated the change of the player to the American Major League Soccer (MLS) at Chicago Fire in 2012 .
  • Keuter is a member of the board of trustees of the Arne Friedrich Foundation (AFS).
  • Keuter is a supporter of the "Junge Helden" association, which is committed to educating people about organ donation.
  • In 2018, Keuter was a jury member of the # FARBENBEKENNEN-Award, which honored the special commitment of refugees.
  • Keuter has stood in front of the camera from time to time in his life. So he had z. B. a major guest appearance in the second season of the TV series Jerks , in which an entire episode was named after him ( "Paul" ) and actor Christian Ulmen subsequently awarded him great talent.
  • Keuter already worked in the PR department for Hertha BSC in 2003 .

Private

Keuter was in a relationship with the TV presenter Barbara Schöneberger from 2001 to 2004 . In September 2004 the couple separated.

Keuter has been with the American illustrator Cristina Keuter since 2008. The couple has been married since 2010 and has two children - a daughter and a son.

Individual evidence

  1. ↑ Paul Keuter changes from twitter to Hertha BSC - Intern - HerthaBSC.de. Retrieved June 8, 2019 .
  2. ↑ This is Hertha - HerthaBSC.de. Retrieved June 8, 2019 .
  3. ↑ Paul Keuter appointed to the foundation board - internal - HerthaBSC.de. Retrieved June 8, 2019 .
  4. ↑ FOCUS Online: Twitter types: This is how German soccer stars twitter. Retrieved June 9, 2019 .
  5. ↑ Germany against Brazil breaks all Twitter records. Retrieved June 9, 2019 .
  6. ↑ Hertha's problems with her own fans: Send Lady vs. Old lady. Retrieved June 10, 2019 .
  7. ↑ Klaus Raab: Frank Zander: Hertha, Hipster, Heimat . In: The time . September 25, 2018, ISSN  0044-2070 ( zeit.de [accessed June 10, 2019]).
  8. ↑ Hertha Ultras are demanding more tradition instead of Twitter and Facebook. Retrieved June 10, 2019 .
  9. ↑ Paul Keuter: "The football industry needs a cultural change". In: Capital.de. August 21, 2018, accessed June 10, 2019 .
  10. ↑ WELT: Keuter: “Preservation of inventory” in football doesn't work . March 23, 2018 ( welt.de [accessed June 10, 2019]).
  11. ↑ Paul Linke: Is that still my club ?: What fans and leadership of Hertha BSC argue about. April 3, 2018, accessed June 10, 2019 .
  12. ↑ Hertha's brand boss Paul Keuter: That's what he says about the boycott of the ultras. Retrieved June 10, 2019 .
  13. ↑ Hertha fans against club position in debate about 50 + 1 rule. Retrieved June 10, 2019 .
  14. ^ WORLD: At Hertha BSC the dispute over Paul Keuter escalates - police are investigating . October 11, 2018 ( welt.de [accessed June 10, 2019]).
  15. ↑ Smearings on the home of Herthas Paul Keuter. Retrieved June 10, 2019 .
  16. ↑ Color attack on Hertha boss's house. Retrieved June 10, 2019 .
  17. ↑ Fan hatred against Paul Keuter: paint attack on the house of Hertha's digital boss. October 10, 2018, accessed June 10, 2019 .
  18. ↑ LKA determined! Bad color attack on Hertha boss Keuter! Retrieved June 10, 2019 .
  19. ↑ Virtual and virtuoso: Hertha BSC opens its esports academy. Retrieved June 10, 2019 .
  20. ↑ Hertha BSC now also plays eSports. Retrieved June 10, 2019 .
  21. ↑ "Digitization offers an incredible number of opportunities". Retrieved June 10, 2019 .
  22. ↑ Lars Wallrodt: Take a knee: Hertha BSC's knee fall - a highly successful PR campaign . October 15, 2017 ( welt.de [accessed June 10, 2019]).
  23. ↑ Keuter presents the Peace Prize to Smith - Intern - HerthaBSC.de. Retrieved June 10, 2019 .
  24. ↑ Hertha manager presents Dresden Prize to Tommie Smith - Klaus Tschira Foundation. Retrieved June 10, 2019 .
  25. ↑ Hertha stars meet American civil rights icon. Retrieved June 10, 2019 .
  26. ↑ Hertha BSC signs Diversity Charter - Internal - HerthaBSC.de. Retrieved June 10, 2019 .
  27. ↑ For more diversity in sport. Retrieved June 10, 2019 .
  28. ↑ 'A complete success for Hertha BSC' - professionals - HerthaBSC.de. Retrieved June 10, 2019 .
  29. ↑ Jörn Lange: Hertha BSC celebrates points victory against Liverpool, Barca and Co. May 29, 2019, accessed on June 10, 2019 .
  30. ↑ dpa: Hertha BSC is going on a US tour at the end of the season. February 22, 2019, accessed June 10, 2019 .
  31. ↑ Tearing down walls together - Teams - HerthaBSC.de. Retrieved June 10, 2019 .
  32. ↑ Kevin Baxter: Soccer! Don't put a wall around Hertha Berlin. Retrieved June 10, 2019 .
  33. ↑ media.net:berlin-brandenburg: Leaders For Climate Action. Retrieved October 28, 2020 .
  34. ↑ Business leaders advertise more climate protection. Retrieved July 4, 2020 .
  35. ↑ Members. Retrieved July 4, 2020 .
  36. ↑ Jörn Lange: Hertha BSC: Brand boss Paul Keuter: “We have to question ourselves”. April 27, 2020, accessed on July 4, 2020 (German).
  37. ↑ Jürgen Klinsmann: The secret diary about Hertha BSC in full length, part 1. Retrieved on July 4, 2020 .
  38. ↑ DER SPIEGEL: Klinsmann protocol ends up being settled with Hertha leadership - DER SPIEGEL - Sport. Retrieved July 4, 2020 .
  39. ↑ Jörn Lange: Hertha BSC: Brand boss Paul Keuter: “We have to question ourselves”. April 27, 2020, accessed on July 4, 2020 (German).
  40. ↑ "Klinsmann knows as much about cultural change as a rooster knows about laying eggs". Retrieved July 4, 2020 .
  41. ↑ Keuter: "Klinsmann knows as much about cultural change as a rooster knows about laying eggs". Retrieved July 4, 2020 .
  42. ↑ 'A New Form of Solidarity' - Social - HerthaBSC.de. Retrieved July 4, 2020 .
  43. ↑ Jörn Lange: Hertha BSC: Brand boss Paul Keuter: “We have to question ourselves”. April 27, 2020, accessed on July 4, 2020 (German).
  44. ↑ We're bringing the home game home! - Fans - HerthaBSC.de. Retrieved July 4, 2020 .
  45. ↑ Hertha 030 - Re-Live. Retrieved May 30, 2020 .
  46. ↑ Jörn Lange: Hertha BSC: Brand boss Paul Keuter: “We have to question ourselves”. April 27, 2020, accessed on July 4, 2020 (German).
  47. ↑ Sports show topic - The professional football after Corona. June 16, 2020, accessed July 4, 2020 .
  48. ↑ Discourse about football urgently needs to be de-ideologized. ... Retrieved July 4, 2020 .
  49. ^ WORLD: "New Challenge": Ex-national player Friedrich moves to Chicago . March 7, 2012 ( welt.de [accessed June 10, 2019]).
  50. ↑ FOCUS Online: Ex-national player Arne Friedrich goes to the USA. Retrieved June 10, 2019 .
  51. ↑ Foundation bodies . Retrieved June 10, 2019 .
  52. ↑ Presentation of the finalists of the # FARBENBEKENNEN-Awards 2018. November 1, 2018, accessed on June 10, 2019 .
  53. ↑ Keuter jury member for 'Colors confess' Award - Internal - HerthaBSC.de. Retrieved June 10, 2019 .
  54. ↑ Refugees honored in the Rotes Rathaus. Retrieved June 10, 2019 .
  55. ↑ #FARBENBEKENNEN. Retrieved June 10, 2019 .
  56. ↑ jerks. - Paul. May 29, 2018, accessed June 10, 2019 .
  57. ↑ Four Herthaners become TV stars thanks to Christian Ulmen. Retrieved June 10, 2019 .
  58. ↑ Happy motherhood, scandals and tragedies. December 31, 2004, accessed June 10, 2019 .
  59. ↑ "Blondes Gift" left by her fiancé - derStandard.at. Retrieved June 10, 2019 (Austrian German).
  60. ↑ RP ONLINE: "I would never give up the job": Barbara Schöneberger: Kinderwunsch zum 30. Retrieved on June 10, 2019 .
  61. ↑ n-tv NEWS: Schöneberger single again. Retrieved June 10, 2019 .
  62. ↑ Jän: Barbara Schöneberger: The "Blonde Gift" is single again . September 9, 2004 ( welt.de [accessed June 10, 2019]).
personal data
SURNAME Keuter, Paul
BRIEF DESCRIPTION German football official
DATE OF BIRTH October 22, 1974
PLACE OF BIRTH Hamburg