- Talk about a brand amplification. 7-Eleven will serve as the official naming rights partner of the When We Were Young Music Festival and have a major presence at The Governors Ball and Rolling Loud festivals later this year via a deal with Live Nation.
- The collaboration marks the first time the When We Were Young Festival, which features acts from the early 2000s, has featured a naming rights partner. At the event, the convenience store chain will create a pop-up activation where fans can get Slurpee drinks in a space that channels the festival’s throwback energy.
- Meanwhile, at The Governors Ball and Rolling Loud festivals, the brand will erect a “Slurpee Street” that will pay homage to a New York City summer block party, complete with city lights, a street-facing stoop and city-inspired artwork. The installation will also be a source for free drink samples.
“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, in a statement.”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.”
The partnership was announced just as 7-Eleven is winding down the availability of its Shaq-A-LiciousXL Gummies sour-pineapple flavor, which was announced as a limited run earlier this year.
