3.jpg)
FERNANDO HIERRO COIN COLLECTION
Inspired by Roger Federer’s Swiss coin collection, Rosland Capital created a premium series of collectible coins celebrating iconic footballers. The inaugural release honoured Spanish legend Fernando Hierro, with individually crafted coins in 1 oz silver, 1/10 oz gold, and a limited-edition 1kg gold piece, all bearing Hierro’s image and legacy.
Renowned for his 14-year tenure at Real Madrid, Hierro won every major club honour, including five La Liga titles and three UEFA Champions League trophies, captaining the team to European glory in 2002.
SMG was tasked with delivering a fully integrated campaign across three key areas:
- PR – Drive awareness through traditional and digital media outreach.
- Social Media – Develop engaging content targeting football audiences, particularly Real Madrid fans, to drive traffic and sales.
- Launch Event – Amplify the official launch to generate early buzz and credibility.
The launch took place at the iconic Palacio de Cibeles near Madrid’s Plaza de Cibeles, a historic site for Real Madrid celebrations. The event featured Hierro’s legendary former teammates, including Luis Figo, Iker Casillas, Predrag Mijatović, Raúl, and manager Vicente Del Bosque. SMG supported PR and social amplification to maximise visibility across media and digital platforms.
The campaign achieved broad international coverage, including ESPN, beIN Sports, Marca, AS, La Razón, El Diario, OK Diario, and HOLA. Coverage was bolstered by an exclusive interview with Spanish news agency EFE, serving as a key syndication driver.
SMG also produced bespoke video content with Fernando Hierro, elevating the collection beyond a product and highlighting his journey from a 19-year-old mechanic to one of football’s most decorated figures. Each piece focused on storytelling to build an emotional connection between Hierro’s legacy and the coin collection.
The campaign combined heritage, storytelling, and premium product positioning to create a compelling narrative that resonated with collectors and football fans alike. Through coordinated PR, social, and event strategy, SMG established the Fernando Hierro Coin Collection as a distinctive and credible addition to the sports memorabilia market.
RELATED PROJECTS
Since being appointed by the Saudi Motorsport Company (SMC) to support the inaugural FORMULA 1 STC SAUDI ARABIAN GRAND PRIX in 2021, SMG has delivered a fully integrated communications programme positioning the race, Jeddah, and the Kingdom of Saudi Arabia as a world-class sporting destination.
