7-Eleven has finalized a Live Nation sponsorship deal, including When We Were Young naming rights. Photo Credit: 7-Eleven
Introducing 7-Eleven the music festival sponsor: The convenience chain has scored When We Were Young naming rights and more under a Live Nation partnership.
That newly announced partnership is already in full swing; When We Were Young’s poster has been updated to clarify that the festival is “Presented by 7-Eleven.” This marks the first time that the Las Vegas event “has welcomed a naming rights partner,” the companies emphasized.
Said naming rights will place 7-Eleven front and center on one of When We Were Young’s five stages. Additionally, the October happening is expected to feature “a quick-stop destination” powered by the chain, referring in part to a Slurpee-equipped “Hangout activation.”
(Side note: 7-Eleven ultimately belongs to Tokyo-headquartered Seven & I Holdings, which owns a major piece of the still-independent Tower Records Japan and a whole lot else. Perhaps not coincidentally, today’s tie-up has arrived as Live Nation is aggressively expanding in the Asian nation, most recently with the purchase of Hayashi International Promotions.)
Beyond When We Were Young, 7-Eleven is also set to have a presence at The Governors Ball in June.
Though Rakuten has dibs on a VIP offering, and Verizon is poised to present the festival’s “Cabanas” attendance option, 7-Eleven’s “Slurpee Street” will provide free beverage samples in Peace Tea and Fanta Zero Sugar Hibiscus Berry, the chain indicated.
Later yet in 2025, Rolling Loud Miami attendees will have access to “an amplified version” of Slurpee Street, complete with an “immersive activation” offering “a visually rich, music-infused experience,” 7-Eleven relayed.
“Live music is where culture and connection come alive, and that’s exactly where we want to be,” 7-Eleven chief marketing and sustainability officer Marissa Jarratt elaborated of the sponsorship. “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,” Jarratt finished.
In the bigger picture, a few main things stand out about the Live Nation/7-Eleven deal.
For organizers, against the backdrop of attendance woes in the wider festival space, there’s evidently a little-discussed option of bringing fresh sponsors into the fold – at least for certain happenings.
Adjacent to the point, potential sponsors are presumably focused on audience demographics as opposed to sell-through status. And at the intersection of those ideas, logic suggests that even comparatively small sponsorships like ticket pre-sales carry hefty price tags.
For companies without a clear-cut sponsorship upside, then, it might make more sense to explore cost-effective alternatives to multimillion-dollar agreements.
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