7-Eleven seeks ‘culture and connection’ from Live Nation partnership
- Boutique Editions
- 3 days ago
- 2 min read
7-Eleven, the world’s largest convenience retailer, is teaming up with Live Nation. The iconic brand will serve as official naming rights partner of the When We Were Young Festival and will bring onsite experiences to The Governors Ball and Rolling Loud.
7-Eleven said its move into live music marks a pivotal moment to cultivate authentic connections with fans and engage with new audiences. “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.”
Russell Wallach, Live Nation global president of media & sponsorship, added:
“7-Eleven is one of the most recognisable brands in the world—and now they’re leading the way in live music. From naming rights at When We Were Young to big plays at The Governors Ball and Rolling Loud, it is showing up in ways fans will never forget.”
The festival scene has already proved to be fertile ground for convenience retailers seeking to reconnect with young audiences. In the UK Live Nation and Co-op are in the midst of a partnership which started in 2018 and runs through to 2026.
As supermarket sponsor, Co-op opens pop-up shops at Download, Latitude, Reading and Leeds, Creamfields and the Isle of Wight Festival. The stores give festivalgoers a chance to buy their everyday essentials on-site, rather than carrying them into the festivals. The Co-op partnership also has a ‘reverse vending machine’ as part of a deposit return scheme to tackle on-site waste from plastic containers.
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