Fernando Hierro with the Secretary of the UNWTO, Zurab Pololikashvili.

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What is Fernando Hierro doing in a suit in Georgia on the Executive Council of the World Tourism Organization? That is the question that many of the journalists who attended the event asked ourselves and that, the former Real Madrid player himself, solved us in a meeting with the Spanish press.

“I was the first sports ambassador of the UNWTO”explains Hierro, who acknowledges that he is an active ambassador. “I don’t like that they just give me a badge, a photo and that’s it. I like to help and give my opinion ”.

Three years ago, the Secretary of the UNWTO, Zurab Pololikashvili, called him and Hierro did not hesitate, he committed to the organization under the idea of ​​transferring what he has learned from football to tourism. “We are a reflection of society,” he says.

And it’s not the only one. After him, other athletes from the world of football have joined such as Iker Casillas, Lionel Messi, Andrés Iniesta, Michel Salgado, Didier Drogba or Vicente del Bosque.

Fernando Hierro with the Secretary of the UNWTO, Zurab Pololikashvili.

Thus, from his role as ambassador, he transmits the values ​​of sport to a tourism that is increasingly linked to sustainability. “Tourism is becoming more sustainable and sportier every day. Everyone wants a healthier and healthier life. Many families think about sports when they travel”, He assures.

Furthermore, Hierro is aware that “tourism and sports are going to be increasingly united” in the future. Therefore, he pulls optimism to think that this situation “will pass.”

T-shirts against Covid

The figure of Fernando Hierro is associated with Real Madrid, team with which he played more than 600 games. Among other titles, he won five Leagues, five Spanish Super Cups, one King’s Cup, three Champions League and two Intercontinental. As part of the Spanish national team, he played 89 games and participated in the 1990, 1994, 1998 and 2002 World Cups and the 1996 and 2000 Euro Cups.

After his retirement he continued to be linked to football, occupying various positions such as sports director of the Royal Spanish Football Federation, even going so far as to substitute as national coach in the World Cup in Russia after the dismissal of Julen Lopetegui.

After the World Cup it did not continue; but his facet as an entrepreneur does. For ten years he has been immersed in a project with a group of friends to develop smart shirts beneficial for physical recovery. “We presented the T-shirt project last year in Saint Petersburg at an UNWTO assembly and the acceptance was very good. It is a fabric that is good for resting on long trips ”, he points out.

A project of which another has been born to fight the Covid. Currently, these shirts are part of a trial at the Torrecárdenas University Hospital in Almería that investigates the use of these garments to minimize the effects of the coronavirus and deal with the consequences of Covid-19.

“The shirt helps you breathe better and in early moments of the Covid it helps you recover better,” explains the former footballer. It radiates infrared rays with virucidal properties. It is being tested in 88 patients and the first results are expected in five or seven months.

In addition to this ambitious project, the former Real Madrid defender It is also a shareholder of the Dreamfit gym chain.



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