Now Headlining: 7-Eleven, Inc. Teams Up with Live Nation to Bring Fans Closer to the Music at Major US Festivals

Rhea-AI Summary

7-Eleven has announced a major partnership with Live Nation to expand its presence in the live music festival scene. The convenience retail giant will become the official naming rights partner of the When We Were Young Festival and will create branded experiences at The Governors Ball and Rolling Loud.

The partnership includes themed activations across all three festivals: the '7-Eleven® Hangout' at When We Were Young Festival featuring the 7-Eleven Stage, 'Slurpee® Street' at The Governors Ball designed as a New York City summer block party, and an enhanced version of Slurpee® Street at Rolling Loud celebrating hip-hop street art culture. These installations will offer Slurpee® drinks and create immersive brand experiences targeting younger audiences.

Positive

• Strategic expansion into live music entertainment market
• Exclusive naming rights partnership for When We Were Young Festival
• Enhanced brand exposure to younger demographic audiences
• Multiple high-profile festival presence increasing market visibility

Negative

• None.

News Market Reaction

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IRVING, Texas, April 28, 2025 /PRNewswire/ -- 7-Eleven, Inc., the world's largest convenience retailer, is turning up the volume with its biggest venture yet into the live music scene by teaming up with Live Nation. 7-Eleven will serve as the official naming rights partner of the iconic When We Were Young Festival later this year and will bring one-of-a-kind onsite experiences at The Governors Ball and Rolling Loud.

From aisles to encores, 7-Eleven's strategic move into live music marks a pivotal moment to cultivate authentic connections with fans and engage with new audiences. This collaboration marks the first time When We Were Young Festival has welcomed a naming rights partner, putting 7-Eleven at the center of fans' most memorable life experiences – and 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 emo 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, this 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."

For more information about the festivals and experiences, please visit When We Were Young, The Governors Ball, and Rolling Loud.

About 7-Eleven
7-Eleven, Inc. is the premier name in the U.S. convenience-retailing industry. 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 Company^® and Raise the Roost^® Chicken and Biscuits locations. Known for its iconic brands such as Slurpee^®, Big Bite^® and Big Gulp^®, 7-Eleven has expanded into high-quality sandwiches, salads, side dishes, cut fruit and protein boxes, as well as pizza, chicken wings and mini beef tacos. 7-Eleven offers customers industry-leading private brand products at outstanding value. Customers can earn and redeem points on various items in stores nationwide through its 7Rewards^® and Speedy Rewards^® loyalty programs with more than 80 million members, place an order in the 7NOW^® delivery app in over 95% of the convenience retailer's footprint, or rely on 7-Eleven for other convenient services. Find out more online at www.7-eleven.com. 

About Live Nation Entertainment
Live Nation Entertainment (NYSE: LYV) is the world's leading live entertainment company comprised of global market leaders: Ticketmaster, Live Nation Concerts, and Live Nation Sponsorship. For additional information, visit www.livenationentertainment.com.

CONTACT: 7-Eleven, Inc. 
Corporate Communications 
media@7-11.com

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SOURCE 7-Eleven, Inc.

FAQ

What festivals are included in 7-Eleven's Live Nation partnership for 2025?

The partnership includes When We Were Young Festival (as naming rights partner), The Governors Ball, and Rolling Loud festivals.

What type of brand activations will 7-Eleven offer at these music festivals?

7-Eleven will offer the '7-Eleven® Hangout' with Slurpee® drinks at When We Were Young, and 'Slurpee® Street' experiences at both The Governors Ball and Rolling Loud.

How is 7-Eleven targeting younger audiences through these festival partnerships?

Through nostalgia-themed activations, social-first brand pop-ups, and immersive experiences designed to appeal to Gen Z, including Slurpee® drinks sampling and themed environments.

What makes the When We Were Young Festival partnership unique for 7-Eleven?

This marks the first time When We Were Young Festival has ever had a naming rights partner, with 7-Eleven becoming the official presenting sponsor.