Madrid, October 7, 2026. GLS strengthened its role as a logistics partner at the 10th edition of Mad Cool through a comprehensive sponsorship activation that combined logistics, content, and brand experience throughout the attendee journey. The company was present from ticket purchase and wristband delivery to the on-site festival experience.
With more than 200,000 attendees at this year's music festival, GLS’s activation combined visibility across Mad Cool channels, digital initiatives, physical touchpoints, and an experiential proposal designed to drive engagement and brand recall.
Ramón Pérez, Senior Manager National Sales, Marketing & Communication at GLS Spain, commented:
"Our goal was to be present at the key moments of attendees' journeys, from the shipment and tracking of their wristbands to their experience inside the festival. Mad Cool is the ideal environment to demonstrate that logistics can go beyond deliveries and become part of a close, relevant, and memorable brand experience."
More Than 51,000 Shipments to Kick Off the Mad Cool Experience
As part of the agreement, GLS managed both national and international shipments for Mad Cool Festival 2026. Home delivery of festival wristbands began on May 25 and was operated from GLS’s logistics hub in Valencia. In total, 51,539 domestic shipments were completed.
To enhance the user experience, GLS and Mad Cool developed the campaign with a carefully crafted brand narrative from the very first interaction, personalizing tracking messages and integrating the festival’s identity into shipping materials. For this edition, 1,000 boxes, 48,000 small envelopes, and 7,000 medium envelopes were produced with a co-branded design featuring both companies’ logos.
The pre-festival activation also included a fully branded electric delivery van featuring Mad Cool imagery, increasing the visibility of the partnership throughout Madrid while reinforcing the commitment to sustainable mobility.
GLS Connects with More Than 1,000 Attendees Through Its Experiential Space
One of GLS’s main touchpoints with the Mad Cool audience was the GLS Space, located in the festival’s general area and developed by Creativialab by Atrevia. Its creative concept reimagined the shipping box, one of the company's most recognizable brand assets, transforming it into an immersive installation featuring mirrored silver walls, neon lighting inspired by both the festival and logistics worlds, and a photocall area where visitors could take pictures and create content.
The experience also included face and body painting with fluorescent makeup that reacted under ultraviolet light. Over the course of the festival’s four days, more than 1,000 people visited the GLS Space.
Attendees could also take home specially designed festival merchandise, including socks, backpacks, tote bags, sarongs, and stickers, extending the activation beyond the physical space itself.
In addition, GLS’s on-site presence was reinforced through the screening of a 30-second visual spot on the screens of Stages 1 and 2.
Brand Presence Across the Festival’s Main Platforms
The collaboration between the two brands was reflected through a consistent GLS presence across Mad Cool’s channels and assets, including logo placement on the artist line-up poster, the festival website, the event app, the sponsors section, newsletters, and press releases. The GLS brand was also present throughout the ticket and pass purchasing process, as well as on the Mad Cool Area platform, reinforcing its role as the festival’s logistics partner from the very beginning of the attendee experience.
Within the festival grounds, the GLS Space was highlighted on the official festival map to facilitate visitor access. The company’s branding was also visible at the wristband support booth located at the main entrance and at Parking The Club.
"At GLS, we assess our presence at the festival very positively, with a significant brand awareness impact achieved thanks, among other things, to the innovative stand design inspired by our shipping box and the event-related merchandise," added Ramón Pérez.
About GLS
GLS Group is one of Europe’s largest parcel service providers, operating a network that spans more than 40 countries and states across Europe, as well as Canada and the United States. With approximately 115 distribution centers and more than 1,700 depots, GLS offers the scale, resilience, and local presence businesses depend on, along with the reliability and convenience millions of consumers expect every day.
GLS is continuously raising the bar in customer experience and operational and commercial excellence while investing in the areas shaping the present and future of logistics, including out-of-home delivery solutions and AI-powered operations. From global parcel delivery and order fulfillment to freight transportation, GLS continues to expand the capabilities and partnerships that enable customers to grow beyond borders.
In fiscal year 2025/26, GLS generated a record €6 billion in revenue and delivered 977 million parcels.
For more information, visit GLS Spain.