7-Eleven and Live Nation have announced a partnership that will see the retailer pivoting into the world of music festivals to create more authentic connections with fans and audiences alike. The partnership will see 7-Eleven acting as the naming rights partner for the When We Were Young Festival, while also featuring interactive experiences at The Governors Ball this year and at Rolling Loud in 2026. The interactive experience comes in the form of Slurpee Street that pays homage to a summertime block party in New York City.

Executive Vice President and Chief Marketing and Sustainability Officer Marissa Jarratt spoke on the 7-Eleven and Live Nation partnership saying, “Live music is where culture and connection come alive, and that’s exactly where we want to be. 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.”