Fernando Hierro & Rosland Sport

In November 2022, leading precious metal firm, Rosland Capital, approached SMG to help on a very special project.  

Taking inspiration from Roger Federer’s own Swiss coin collection, Rosland Capital embarked on a project to create a range of coins celebrating great football players, starting with one of the all-time greats of Spanish football – ex-Real Madrid & Spain legend, Fernando Hierro. Bearing the iconic image of the three-times Champions league winner, the new Fernando Hierro collection of individually crafted coins came in 1 oz silver and 1/10th oz gold form as well as in the shape of a special one-off 1-kilogram gold coin edition. 

Best remembered for his 14-year spell at Real Madrid, with whom he won every available club competition including 5 La Liga and 3 Champions League Titles, he famously captained ‘Los Blancos’ to their 2002 victory in Europe’s premier club tournament.

SMG’s brief was threefold:

• PR – traditional and digital media outreach and amplification
• Social Media – create and plan engaging digital/social content targeting football fans  – especially Real Madrid fans – to drive site visits and encourage purchase of the Hierro Coin Collection. It was decided that the primary host for this content would be the newly created @roslandsports Instagram page as well as Fernando Hierro’s own owned/affiliated social media platforms
• Launch Event – SMG supported Rosland Capital in the PR & Social amplification of an official launch event for the Hierro Coin Collection to generate early buzz and awareness. This event took place at the iconic Restaurant Cibeles near Madrid’s famous Plaza de Cibeles fountain in the centre of the city and was attended by some of his most famous ex-teammates including Luis Figo, Iker Casillas, Pedrag Mijatovic and Raul as well as legendary Champions League and World Cup winning manager, Vicente Del Bosque.

The resulting PR campaign and launch event saw media coverage for the coin launch secured on the likes of ESPN, beIN Sports, Marca, AS, La Razon, El Diario, OK Diario, HOLA and multiple more outlets as a result of an exclusive interview with Spanish news agency EFE.

Moreover, SMG also created multiple items of bespoke video content with Fernando Hierro to showcase the importance of the new Hierro Coin Collection, positioning the product as a reflection of Hierro’s record breaking career that saw him emerge from a young 19yr old mechanic without a professional contract into one of the great names in the history of football. Each video helped to tell his own personal story and create a powerful emotional connection between the coins and the man himself.

This content was subsequently shared with media and posted collaboratively on the brand new @roslandsports Instagram page as well as Fernando Hierro’s own owned/affiliated social media platforms.