7-Eleven Partners with Live Nation to Amplify Fan Experiences at Major U.S. Music Festivals
IRVING, Texas, April 29, 2025 / – 7-Eleven, Inc., the world’s largest convenience retailer, is expanding its footprint in the live music scene through a new partnership with Live Nation. As part of this collaboration, 7-Eleven will become the official naming rights sponsor for the When We Were Young Festival and will also introduce unique brand activations at The Governors Ball and Rolling Loud.
This marks a significant milestone, as When We Were Young welcomes a naming partner for the first time, positioning 7-Eleven at the center of fans’ most memorable music experiences. The move underscores 7-Eleven’s strategy to deepen authentic connections with audiences and reach new demographics through immersive, music-driven engagements.
“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. “Through this partnership with Live Nation, we’re bringing the excitement of the 7-Eleven experience to life in unforgettable new ways for a new generation of fans.”
Across the three festivals, 7-Eleven will embrace a nostalgia-driven theme, recreating in-store experiences through immersive, social-media-friendly brand pop-ups:
When We Were Young Presented by 7-Eleven: As presenting partner, 7-Eleven will offer festival-goers a dedicated 7-Eleven Hangout space to “re-fuel” with Slurpee® drinks in an environment inspired by early 2000s emo culture. Attendees can enjoy refreshments before heading to the 7-Eleven Stage to watch their favorite acts.
The Governors Ball: At this iconic New York festival, 7-Eleven will debut Slurpee® Street, a vibrant homage to NYC summer block parties. Fans can lounge on a city stoop, explore art installations, and enjoy free samples of Slurpee drinks like Peace Tea and Fanta Zero Sugar Hibiscus Berry.
Rolling Loud: Later this year, an enhanced version of Slurpee® Street will appear at the globally renowned hip-hop festival. This activation will celebrate street art culture, offering an immersive, music-infused space that captures the spirit of hip-hop.
“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. “Their presence at When We Were Young, The Governors Ball, and Rolling Loud ensures they’ll be part of moments fans will remember forever.”
For more details about the festivals and 7-Eleven’s onsite experiences, visit the official websites for When We Were Young, The Governors Ball, and Rolling Loud.
