Wall Street Journal (04/28/25) Deighton, Katie
With experiential marketing on the rebound and global spending topping pre-pandemic levels, Live Nation's sponsorship income is up. The company is now offering a top-tier sponsorship option as more brands seek real-life events. Convenience-store chain 7-Eleven has emerged as the naming-rights sponsor of Live Nation's "When We Were Young" festival, a first for a United States Live Nation festival following the success of Coca-Cola Flow Fest in Mexico and Rockstar Energy Presents Reading Festival in the United Kingdom. The brand will have a "hangout" area at the Las Vegas event, where it will serve free Slurpee drinks. Additionally, it will see its name in lights on the 7-Eleven Stage, as the main stage will be dubbed, and in marketing materials for this year's festival, which will be officially called When We Were Young Presented by 7-Eleven.
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