The convenience store giant 7-Eleven is officially stepping into the world of live music. It has inked a major sponsorship deal with Live Nation that includes naming rights for the 2024 edition of When We Were Young festival. This marks the first time the nostalgic pop-punk gathering, held annually in Las Vegas, has aligned with a naming partner. It is now billed as “When We Were Young Presented by 7-Eleven.”
As part of this partnership, festivalgoers will enjoy a dedicated 7-Eleven “quick-stop destination” complete with a Slurpee-powered Hangout activation. Designed to bring the iconic convenience store vibe to the festival grounds, the installation will offer attendees a nostalgic, flavor-packed experience. This will happen amid the music and energy of the event.
Beyond Las Vegas: Governors Ball & Rolling Loud Next
The partnership doesn’t stop with When We Were Young. 7-Eleven will have a presence at The Governors Ball in New York this June. Its “Slurpee Street” activation will serve free samples of Peace Tea and the new Fanta Zero Sugar Hibiscus Berry.
Later in the year, Rolling Loud Miami will feature an even more immersive experience. Attendees can expect an “amplified version” of Slurpee Street. This will be an engaging, visually rich zone designed to merge brand interaction with music-infused energy.
The Strategy Behind
This move reflects a growing trend in the live events industry: big-name sponsors stepping in to help festivals weather fluctuating attendance and rising costs. For Live Nation, partnering with a globally recognized brand like 7-Eleven provides a new stream of financial and experiential value. Meanwhile, for 7-Eleven, it’s a direct connection to millennial and Gen Z audiences.
Marissa Jarratt, Chief Marketing and Sustainability Officer for 7-Eleven, summed it up:
“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.”
A Larger Global Picture
Interestingly, 7-Eleven’s parent company, Tokyo-based Seven & I Holdings, also owns a stake in Tower Records Japan. This is a tie-in to the music industry that may further explain the strategic fit. Meanwhile, Live Nation has been expanding rapidly in Asia, including its recent acquisition of Hayashi International Promotions in Japan. This signals global ambitions from both partners.
Don’t forget that Live Nation also owns a large stake in Insomniac, so you can expect to see 7-Eleven activations or tie-ins across their festivals like EDC, Beyond Wonderland, ARC, and venues like Factory Town in Miami.
Branding Meets Culture
As more festivals seek fresh ways to stay financially and culturally relevant, such sponsorships may become increasingly common. With 7-Eleven now embedded in the heart of the festival circuit, expect more Slurpees, more stages—and a whole new level of experiential branding on the music scene.
This collaboration reflects a broader shift in the festival landscape—where experience, branding, and interactivity converge. As the line between consumer convenience and cultural capital continues to blur, 7-Eleven’s move into the live music space might be one of the smartest plays yet.
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