7-Eleven Rocks Music Festivals with Live Nation Partnership
7-Eleven is partnering with Live Nation to connect with music fans at major U.S. festivals. This marks Live Nation's first U.S. festival naming-rights partnership.
7-Eleven Stages and Experiences
- 7-Eleven becomes the naming-rights sponsor of the When We Were Young Festival.
- The convenience retailer will host the 7-Eleven Hangout and the 7-Eleven Stage at When We Were Young.
- Slurpee Street activations will be featured at The Governors Ball and Rolling Loud.
This partnership aims to place 7-Eleven at the center of live music culture, engaging millennial and Gen Z consumers through nostalgic experiences.
“By teaming up with Live Nation, we're bringing the 7-Eleven brand to the heart of unforgettable fan moments," said Marissa Jarratt, 7-Eleven's Executive Vice President and Chief Marketing and Sustainability Officer. "We're eager to recreate the fun and excitement of visiting a 7-Eleven store in an immersive music experience for the next generation of brand fans.”
The When We Were Young Festival, featuring headliners like Panic! at the Disco, Blink-182, and Weezer, takes place October 18-19 at the Las Vegas Festival Grounds. The 7-Eleven activation will embrace early 2000s emo nostalgia.
The Governors Ball (June 6-8, Randall's Island, New York) will feature a summer block party-themed Slurpee Street with free Slurpees. A similar activation celebrating street art culture will be at Rolling Loud.
This move comes as the music event market is projected to grow significantly. Live Nation's diverse festival portfolio, including genre-specific events and major gatherings like Coachella, has become a hotbed for brand activations.
Other brands like Dove and Scotch-Brite have also recently leveraged music festivals for experiential marketing campaigns.
This partnership follows 7-Eleven's announcement of declining same-store sales and plans for a U.S. IPO, while also considering a takeover bid.
