Convenience store retailer 7-Eleven is venturing into the live music scene through a high-profile partnership with Live Nation. As the official naming rights sponsor of the When We Were Young Festival, 7-Eleven is making its mark on music culture like never before. The collaboration also includes unique on-site experiences at The Governors Ball and Rolling Loud, expanding the brand’s reach beyond its iconic storefronts and into the vibrant energy of live performances.
The collaboration allows 7-Eleven to foster deeper, more authentic engagement with a new generation of fans. The company will enhance festival excitement by creating pop-up experiences reminiscent of visiting a 7-Eleven store. These include the “7-Eleven Hangout” activation at When We Were Young, “Slurpee Street” at The Governors Ball, evoking NYC summer block parties, and a visually bold hip-hop-themed activation at Rolling Loud. All installations are designed to resonate with Gen Z’s love for both throwback culture and fresh, interactive experiences.
7-Eleven, Inc. EVP and Chief Marketing & Sustainability Officer Marissa Jarratt said, “Live music is where culture and connection come alive, and that’s exactly where we want to be. 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.”
Live Nation Global President of Media & Sponsorship Russell Wallach added, “7-Eleven is one of the most recognizable brands in the world—and now they’re leading the way in live music. 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.”
Learn more here: https://franchise.7-eleven.com/franchise-press-releases/now-headlining-7-eleven-inc-teams-up-with-live-nation-to-bring-fans-closer-to-the-music-at-major-us-festivals