The Gold – The Horses, The Riders, and The Miracle (Guldet)

The Gold (Guldet) is the breathtaking story of how the Swedish show jumping team—Malin Baryard-Johnsson, Henrik von Eckermann, and Peder Fredricson—won the Olympic gold in Tokyo 2021. The book, written by Henrik Johnsson, depicts the journey, the drama, and the victory that led to the prestigious Bragdguldet and the Jerring Award.

Gul PR was commissioned to manage the PR efforts leading up to and during the launch in November 2023. By focusing on the historic sporting achievement, the riders’ personal stories, and the book’s unique insights, we developed a PR strategy that engaged sports, news, and culture desks alike.

The result was an immense impact across the entire media landscape. The book generated appearances on major TV talk shows, extensive interviews with the largest news agencies (including TT), business publications (including Di Weekend), daily newspapers (DN), magazines (Kupé), and relevant industry media, as well as frequent features on radio and podcasts.