Mandela Day was created after the celebration of Nelson Mandela’s 90th birthday in 2008 and celebrated for the first time in New York in 2009. Sold Out was the local partner for the 2010 Mandela Day celebration in Madrid.

Due to its excellent geographical situation and its status as a gateway to Latin and European culture, Madrid hosted the 2010 Mandela Day celebration with Sold Out collaborating on production, ticketing, management and general consultancy.

The Mandela Foundation and Sold Out worked with various personalities from Madrid and other parts of Spain to spread Nelson Mandela’s message throughout Spain and the world. Mandela Day included activities in different fields: music, art and culture, health, sports and volunteering. Various cultural events formed part of a global call for action encouraging individuals to leave a positive mark on the world around them.