Kay Bernstein passed away completely unexpectedly. His club Hertha BSC is in deep mourning. Because Bernstein has changed the “old lady” forever.
The jacket was his trademark. A white turtleneck, white stripes on the arm and lots of blue otherwise. Plus the club crest on the chest: his Hertha flag. Kay Bernstein wore this jacket almost everywhere. In the stadium, at media appointments, at events. He wore them so often that some fans jokingly wanted to buy him a new one.
Bernstein loved his jacket. She was the symbol of the new Hertha. Away from big dreams, investor millions and hip marketing. Towards more reality, more real love for the club, more Hertha.
The long-time Berlin fan, who has now died unexpectedly at the age of just 43, wanted to rebuild the club he loved, which was in decline. In the summer of 2022, he stood for election as president – and won. Bernstein demanded that fans should be Hertha BSC brand ambassadors from now on. At the front was himself, along with his jacket.
He was looking for togetherness
Bernstein took on a suicide mission. A serious financial crisis caused by years of mismanagement. A disappointed fan base that was fed up with players who only played for Hertha because of the money and didn’t really identify with the club. And an office whose employees were at odds.
Bernstein recognized the problem and always spoke of a “truce” that was needed. Of reconciliation, of togetherness. One of his ideas: He wanted the players to have a barbecue for the employees to bring them closer together.
Bernstein gave everything for the club. He gave up his job as managing director of his company “Team Bernstein” for the position, which did not bring him a cent in salary. His wife took over the tasks. While his predecessor Werner Gegenbauer acted more like a patron and representative, Bernstein pitched in himself. He wanted to get Hertha back on the right track.
Kay out of the corner
The price was little sleep and deep circles under his eyes – even if he said he inherited the latter to some extent from his mother. This honest passion for Hertha BSC also sparked something in the fans. His tears of joy after the dramatic 2-1 home win against Schalke 04 last season moved the supporters of the much-maligned capital city club. Most of the fans stood behind Bernstein and identified with “Kay from the curve”. The one-time ultra-turned-president became her favorite.
And so they also forgave him for making a betting provider the main sponsor, even though he spoke in his program for the 2022 presidential election of wanting to reject “dirty money”. They knew that in the end he did everything for the best for his Hertha. He was one of them.