7-Eleven has teamed up with Live Nation for its biggest venture yet into the live music scene — the chain will serve as the official naming rights partner of the iconic When We Were Young Festival later this year, and will bring on-site experiences to The Governors Ball and Rolling Loud.
This collaboration marks the first time When We Were Young Festival has welcomed a naming rights partner, giving festival-goers an immersive way to connect with the brand in ways they’ve never done before.
“Live music is where culture and connection come alive, and that’s exactly where we want to be,” said Marissa Jarratt, executive vice president and chief marketing & sustainability officer at 7-Eleven, Inc. “By teaming up with Live Nation, we’re bringing the 7-Eleven brand to the heart of unforgettable fan moments. We’re eager to recreate the fun and excitement that comes with visiting a 7-Eleven store in an immersive music experience for the next generation of brand fans.”
Across all three festival activations, 7-Eleven will lean into the theme of nostalgia to create immersive and social-first brand pop-ups, reminiscent of in-store experiences:
- When We Were Young Presented by 7-Eleven: As a first for the iconic festival, 7-Eleven will be the official presenting partner and create a quick-stop destination for attendees to “re-fuel” with the 7-Eleven Hangout activation. Fans can enjoy Slurpee drinks in a space that channels early 2000s energy before they head to the 7-Eleven Stage to see their favorite performers.
- The Governors Ball: With New York as the backdrop for this iconic festival, 7-Eleven’s Slurpee Street pays homage to a vibrant New York City summer block party, complete with city lights, a stoop to relax with friends and city-inspired artwork. Designed to connect with Gen Z fans who crave both nostalgia and new experiences, the convenient stop for fans will offer free Slurpee drink samples including a Peace Tea Slurpee drink and Fanta Zero Sugar Hibiscus Berry.
- Rolling Loud : Looking ahead, an amplified version of Slurpee Street will make its way to this world-renowned hip-hop festival. Embracing hip-hop’s dynamic street art culture, this immersive activation provides fans with a visually rich, music-infused experience.
“7-Eleven is one of the most recognizable brands in the world — and now they’re leading the way in live music,” said Russell Wallach, Live Nation’s Global President of Media & Sponsorship. “From naming rights at When We Were Young to big plays at The Governors Ball and Rolling Loud, 7-Eleven is showing up in ways fans will never forget.”
Based in Irving, Texas, 7-Eleven operates, franchises and/or licenses more than 13,000 stores in the U.S. and Canada. In addition to 7-Eleven stores, 7-Eleven, Inc. operates and franchises Speedway, Stripes, Laredo Taco Co. and Raise the Roost Chicken and Biscuits locations.
