Industry Insights
03 Jan 2026
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GCL Upgrades to The Rock-It Company, Integrating Leading Live Event Logistics Platform with Luxury Services into New Brand
Global Critical Logistics (GCL) today announced a brand upgrade, officially rebranding as The Rock-It Company and consolidating its diverse operations under this globally renowned name. This rebranding coincides with Rock-It's simultaneous support of multiple major cultural events worldwide this week: from the FIFA World Cup 2026? final draw in Washington, D.C., Art Basel Miami, and the Rock Lititz Symposium, to concerts, motorsport events, and the RM Sotheby’s auction in Abu Dhabi. These landmark projects are advancing alongside global tours, film productions, broadcast operations, and immersive experiences across continents. Leveraging its worldwide logistics expertise, Rock-It supports over 10,000 critical missions annually, helping create culturally significant moments that resonate globally.
For decades, the company has served as a central hub for transporting high-value assets in the world’s most complex sporting events, large-scale music tours, and the luxury sector. With a global network of experts, comprehensive service capabilities, and strategically positioned facilities, The Rock-It Company has become an industry leader in executing high-profile, high-stakes logistics projects, establishing itself as the gold standard through exceptional operational excellence.
As a key part of this brand evolution, Rock-It is consolidating its services into two complementary business pillars: Live Event Logistics and Luxury Logistics.
Live Event Logistics
Building on 47 years of legacy from Rock-It Cargo, Rock-It will establish several vertical divisions dedicated to delivering top-tier service across its expanding range of end markets:
- Rock-It Cargo will continue leading globally in live entertainment touring and specialized music industry logistics. Its current divisions serving sports, film & TV, and experiential projects will transition into standalone units, each focusing on their respective verticals with dedicated leadership and expertise.
- Rock-It Sports will unify the combined capabilities and proven track record of Rock-It Cargo and SOS Global into a single integrated division for sports and broadcast operations. The SOS Global brand will be phased out, with its expert team, decades of industry knowledge, and client relationships fully integrated into Rock-It Sports.
- Rock-It Productions will bring together the company’s expertise in film, television, podcasting, multimedia, and live production. Dynamic International will continue operating under the name Dynamic International by Rock-It, maintaining its high standards of performance.
- Rock-It Experiential will focus on the planning and execution of corporate live events, exhibitions, brand activations, and large-scale global experiential programs.
Luxury Logistics
To meet the growing global demand for trusted logistics services in the high-value goods sector, The Rock-It Company is launching two core business units:
- DIETL by Rock-It will drive Rock-It’s expansion in global art logistics, building a worldwide service network for collectors, auction houses, private clients, and museums.
- CARS By Rock-It will provide concierge-level transportation, storage, and end-to-end management services tailored to classic car collections, rally events, racing competitions, and auctions.
Daniel Rosenthal, President and CEO of The Rock-It Company, said: “This natural brand evolution honors our heritage while enabling us to better serve our clients’ evolving needs. By unifying under the Rock-It brand, we bring together decades of industry experience, hard-earned reputation, and world-class talent onto a single global platform—all committed to delivering extraordinary moments that capture the world’s attention.”
The Rock-It Company (formerly Global Critical Logistics) is a global leader in mission-critical specialty logistics, providing irreplaceable transportation solutions for live events and luxury sectors, and enabling unforgettable experiences. With 47 years of expertise, Rock-It offers comprehensive solutions including multimodal freight transport, event logistics planning, specialized packaging and warehousing, customs and ATA Carnet services, insurance, and on-site support.
Rock-It provides professional services for international concert tours, major sporting events, broadcast and film production, immersive experiences and brand activations, live event infrastructure, and the transport and protection of artworks, rare automobiles, and other priceless collections. Operating in over 160 countries and regions worldwide, Rock-It executes more than 10,000 critical missions annually, partnering with organizations such as FIFA World Cup 2026, The Pebble Beach Concours d’Elegance, RM Sotheby’s, leading supercar manufacturers, multiple National Olympic Committees, sports leagues and federations, and top-tier global brands.
Disclaimer: This content is for informational purposes only and does not represent the views of this site. For more details, please refer to the official release from the brand.
