This article is based on a continued ethnographic fieldwork that combines participant observation, digital ethnography and in-depth interviews. These debates refer to the old tensions between critical activism and assimilationist activism. The participation of commercially sponsored floats along with the large influx of tourists that visit Madrid feed the discussions on the commercialization of the event and on the relationship between neoliberalism, identity and protest. It involves around one million people and generates a profit of around 110 million euros. On the first Saturday of July, Madrid hosts the State LGTB (Lesbian, Gay, Bisexual and Transgender) Pride Demonstration with participants from LGTB activist groups, trade unions, political parties, NGOs and entrepreneurship.
