Live Nation Entertainment announced on April 28, 2025, a new partnership with 7-Eleven, Inc., marking the convenience retailer's biggest venture into the live music scene. 7-Eleven will serve as the official naming rights partner of the iconic When We Were Young Festival later this year.
The collaboration also includes one-of-a-kind onsite experiences at The Governors Ball and Rolling Loud festivals. This marks the first time the When We Were Young Festival has welcomed a naming rights partner, placing 7-Eleven at the center of fan experiences.
This strategic move by 7-Eleven aims to cultivate authentic connections with fans and engage new audiences, leveraging Live Nation's extensive festival portfolio. For Live Nation, this represents a significant new sponsorship deal, contributing to its Sponsorship Advertising segment revenue and enhancing brand integration opportunities.
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