7-Eleven has signed a deal to become the naming rights sponsor of Live Nation’s “When We Were Young” festival, marking the first time a US-based festival has sold its name rights. The pact comes after successful partnerships in Mexico and the UK.
The retailer will create an immersive brand experience at the Las Vegas event, featuring a “hangout” area with free Slurpee drinks and branding inspired by early 2000s emo culture. Its logo will also be prominently displayed on the festival stage.
“We’re truly part of everything we’re doing,” said Russell Wallach, Live Nation’s global president of media and sponsorship. The partnership is part of a larger strategy to create similar brand experiences at upcoming festivals nationwide.
Live Nation will offer virtual partnerships for companies that can’t afford physical space, allowing them to use official event photos in advertising.
In related news, 7-Eleven has announced new flavors for its Replenish line and launched a clothing line called “Reel Convenience” with a retro fishing theme.
Source: https://www.convenience.org/Media/Daily/2025/April/28/3-7-Eleven-Music-Festival_Marketing