7-Eleven, Inc. has partnered with Live Nation to expand into the live music scene by becoming the official naming rights partner for the When We Were Young Festival and activating at The Governors Ball and Rolling Loud. This collaboration marks the first time When We Were Young Festival has had a naming rights partner.

7-Eleven plans to bring immersive experiences to festival-goers by creating pop-up spaces that recreate the fun of a 7-Eleven store, offering Slurpee drinks and nostalgic themes. At The Governors Ball, 7-Eleven will create a New York City-inspired Slurpee Street, while an amplified version of this concept will appear at Rolling Loud with a focus on hip-hop street art culture.

7-Eleven aims to connect with new audiences through live music, providing a fresh and memorable way for fans to engage with the brand. Live Nation praised 7-Eleven for innovating how brands show up in live entertainment.