It included an iconic cassette tape photo backdrop.Photo: Courtesy of Live Nation
Despite the stormy skies, a crowd of 150,000 fans rocked out to a roster that included headliners Tyler, the Creator, Olivia Rodrigo, and Hozier. This was the third year that the event was held at Flushing Meadows Corona Park, and Alex Joffe, head of partnerships for Governors Ball and senior sponsorship director at C3 Presents, said that “the venue has unlocked a whole new level of creative potential—it’s truly a living canvas. From wrapping trees in custom artwork to greeting fans with a tattooed Lady Liberty at the entrance, we’ve embraced the park’s energy to create moments that felt distinctly New York.”
Joffe added that organizers “reimagined what sponsorship marketing can look like” by launching the first-ever drone show and creating collaborative merch with Pacsun, for example. More than 25 brand partners activated across the festival grounds including 7-Eleven, which made its debut at this year’s event.
7-Eleven has a “playful and thoughtful approach to music marketing, first through artists like Green Day and Camila Cabello, and now going all in on festivals,” Joffe said. Governors Ball was the first stop on the convenience store brand’s 2025 tour. Festivalgoers were able to cool off with classic Slurpee flavors and snap photos on a NYC-inspired stoop.
Another event milestone, Kiehl’s sponsored one of the festival stages—a first for a beauty brand. “It comes down to timing and positioning,” Joffe said about the brand partnership. “Presenting a stage is a bold, high-impact marketing move. It takes a brand with staying power, cultural credibility, and a meaningful activation plan to truly pull it off well. Kiehl’s delivered all of that and more.”
“We’d been watching the brand incorporate live music and experiences into its campaigns over the past few years, so we approached them with an opportunity that we felt matched their ambition and authenticity—and fortunately for us, they agreed,” he added.
Keep scrolling to see more from brands such as Coca-Cola, Dunkin', and Verizon from this year’s Governors Ball music festival...
The Governors Ball festival took place in Queens, New York, at Flushing Meadows Corona Park June 6-8.
Photo: Charles Reagan
This was the third year that the event was held at Flushing Meadows Corona Park, which features the iconic Unisphere.
Photo: Ismael Quintanilla III
For this year’s festival, floral and event design company East Olivia designed two main creative experiences: the “wacky” forest and the pink fur forest. "These vibrant, playful installations were all about transforming the festival grounds into a colorful wonderland where every tree felt like a character in its own story," said Kelsea Olivia, founder and creative director of East Olivia.
Photo: Tristin Turner
Olivia worked with Erin McCardle, senior experience manager at C3 Presents, "who initially came to us with the concept of the wacky forest and the pink fur trees," the founder said. "From that first spark, we partnered together to dream up how to create and execute the final design. Erin’s vision and trust in us made this project especially rewarding to bring to life."
Photo: Tristin Turner
Trees throughout the festival grounds were decorated in a mix of balloons, florals, and Slinkies.
Photo: Tristin Turner
Whimsical touches were dotted throughout the designs.
Photo: Tristin Turner
"The VIP entrance was designed in a similar spirit, inspired by the festival’s energy and our own signature approach to immersive design," Olivia said. "We used oversize spheres, bright florals, Slinkies, and unexpected materials to capture that sense of joyful chaos. Each element was chosen to bring out the whimsical, larger-than-life vibe that Gov Ball is all about."
Photo: Tristin Turner
400 Conejos
400 Conejos’ silent disco served as an after-hours escape.
Photo: Courtesy of Live Nation
Fans were able to sip mezcal cocktails, dance to silent beats, and rock playful bunny ears.
Photo: Courtesy of Live Nation
7-Eleven
Fans were able to keep cool during the festival at 7-Eleven’s Slurpee Street—an homage to a vibrant New York City summer block party, complete with city lights, a stoop, free Slurpee drink samples, and other surprises.
Photo: Courtesy of Live Nation
“New York City is a global capital for live entertainment, fashion, technology, arts, and dining—and in a city where everything moves fast, no one values convenience more than New Yorkers. With the whole world just outside our apartment doors, 7-Eleven is there on nearly every corner, serving all 8-plus millions of us with tasty snacks, refreshing drinks, and everyday essentials—exactly when and where we need them,” said Joffe about the sponsorship’s synergy.
Photo: Courtesy of Live Nation
Festivalgoers posted their photos to a wall in the style of old-school wheatpaste posters.
Photo: Courtesy of Live Nation
American Apparel
Fans could grab the festival-exclusive American Apparel x It’s a Living collab tee at the American Apparel Tee Lab.
Photo: Courtesy of Live Nation
They could choose a style, add a patch, and personalize it at the customization bar. They could then snap a picture in front of the fit check wall.
Photo: Courtesy of Live Nation
Beatbox
BeatBox brought its signature Party Pub trailer to Gov Ball this year.
Photo: Courtesy of Live Nation
The experience consisted of a subway-inspired photo op where fans could snap pics, leave their mark on a graffiti wall, and score fun freebies like disposable cameras.
Photo: Courtesy of Live Nation
Cabot
Fans could stop by the Cabot Cruiser for a free pimento grilled cheese bite.
Photo: Courtesy of Live Nation
Coca-Cola
The beverage brand was the presenting sponsor of the festival’s Food Village.
Photo: Courtesy of Live Nation
Fans entered through a custom Coca-Cola archway and explored menus branded “Presented by Coca-Cola” while enjoying complimentary samples of original Coke, Coke Zero, and Cherry Coke.
Photo: Courtesy of Live Nation
Festivalgoers were able to pose for photo ops at the brand's retro trailer.
Photo: Courtesy of Live Nation
Dunkin’
Dunkin' was back at Gov Ball this year to serve up a big scoop of nostalgia as it celebrates its 75th anniversary. The Dunkin' Scoop Shop, reminiscent of Dunkin's first store, kept fans fueled with an exclusive first taste of its melted ice cream-flavored iced coffee.
Photo: Courtesy of Live Nation
Fans also received branded swag items, posed in front of a wall of vintage Dunkin' ads, glammed up at the Refresh & Refuel station, and took photos at an oversize donut photo moment.
Photo: Courtesy of Live Nation
Electrolit
Electrolit was the exclusive sponsor of two of Gov Ball’s first-ever drone shows, which lit up the night sky with custom choreography and Electrolit-branded visuals.
Photo: Courtesy of Live Nation
The show featured fun imagery that included the brand's logo.
Photo: Courtesy of Live Nation
Electrolit was also on site helping fans stay hydrated in between sets at the Hydration House.
Photo: Courtesy of Live Nation
It featured chilled draft pours of favorite flavors, giveaways, and more.
Photo: Courtesy of Live Nation
Grey Goose
Grey Goose served up cocktails at the Grey Goose lounge.
Photo: Courtesy of Live Nation
Hennessy
Hennessy returned to Gov Ball with its revamped Hennessy Highline. Festivalgoers stopped by for live mural paintings, DJ sets between performances, custom photo ops, and an interactive claw machine where fans lined up for a shot at exclusive Hennessy premiums, as well as cocktails like the Henny-Rita, Hennessy Berry Mojito, and Hennessy Pineapple.
Photo: Courtesy of Live Nation
Jim Beam
At the Jim Beam Flavor House, the porch was a place for fans to kick back and cool down.
Photo: Courtesy of Live Nation
Kiehl’s
Kiehl’s SPF Remix Booth, which was produced by Gradient, was designed to be a consumer-first activation celebrating the brand’s Better Screen UV Serum.
Photo: Courtesy of Live Nation
It included an iconic cassette tape photo backdrop.
Photo: Courtesy of Live Nation
A giant pair of headphones served as a cute photo op.
Photo: Courtesy of Kiehl's
The activation included a facial jewel application station.
Photo: Courtesy of Kiehl's
Festivalgoers could try out Derma-Reader skin scanners, which evaluate skin using clinical imaging technology, measuring over 11 skin attributes both on and below the skin surface.
Photo: Courtesy of Kiehl's
Mini tubes of the serum were handed out along with a cassette tape keychain.
Photo: Courtesy of Kiehl's
Kiehl’s was also the first-ever beauty brand to sponsor a stage at Gov Ball.
Photo: Courtesy of Live Nation
Kona Big Wave
Kona Big Wave brought island vibes to Gov Ball with its tropical oasis and the Kona Big Wave Stage, which featured live music performances. Fans chilled out with an ice-cold Liquid Aloha, tried their luck at the claw machine to snag prizes, and cooled down with a sweet treat from the Shaved Ice Shack.
Photo: Courtesy of Live Nation
Lyft
The Lyft Lounge, conveniently located at Gov Ball’s rideshare pickup/drop-off area, provided festivalgoers a dedicated space to relax and recharge. Fans were able to enjoy comfortable seating, access chargeFUZE charging stations, and receive giveaways.
Photo: Courtesy of Live Nation
Espolòn
The Espolòn Tequila Mercado celebrated the essence of modern Mexico, where fans could order a marg at La Cantina and design unique gear at the Tiendita de Ramon.
Photo: Courtesy of Live Nation
Fans could snap a photo in the colorful Fotomaton.
Photo: Courtesy of Live Nation
NERDS
NERDS hosted a multisensory experience where fans could snap pics with brand mascot Gummy, rock NERDS-scented temporary tattoos, and grab samples of the brand's popular Gummy Clusters.
Photo: Courtesy of Live Nation
NĂśTRL
NĂśTRL brought Club Tasty to Gov Ball where the brand served up refreshing vodka seltzers in flavors like watermelon, pineapple, and orange. Fans also scored personalized giveaways.
Photo: Courtesy of Live Nation
Pacsun
Pacsun brought festival fashion to the forefront with an exclusive Governors Ball collection that fans could purchase at the brand's festival hub. The collection featured men’s graphic tees, a women’s cropped tee, and a unisex hat, each designed with playful fruit motifs, nostalgic slogans, and NYC-inspired graphics.
Photo: Courtesy of Live Nation
In addition to the festival activation, Pacsun also hosted the "Get Ready With Pacsun" consumer experience at its SoHo location on June 5. Thousands of fans lined up for a chance to snag free Converse and to win tickets to the festival through an in-store claw machine, as well as preview the Governors Ball collection, and take part in festival-inspired moments including a live DJ set, tooth gems, drinks, and more.
Photo: Courtesy of Live Nation
The festival activation also included a glam booth with Rare Beauty.
Photo: Courtesy of Pacsun
Peace Tea
Peace Tea's Mad Peaceful World was a vibrant hangout where fans could putt for prizes on a mini golf course, snag swag, score customizable patches, and recharge.
Photo: Courtesy of Live Nation
Attendees could also grab Slurpee and Razzleberry Tea samples.
Photo: Courtesy of Live Nation
Rakuten
The Rakuten R-cade was an interactive gaming zone where fans played for prizes and unlocked rewards.
Photo: Courtesy of Live Nation
Festivalgoers could also sign up for Rakuten on site to start earning cash back.
Photo: Courtesy of Live Nation
Red Bull
Red Bull's The Hidden Ave Station was a secret NYC-inspired party tucked inside the festival where fans could score the energy drink.
Photo: Courtesy of Live Nation
Snap
Festivalgoers were featured on the large screens that flanked the stage with Snap filters.
Photo: Courtesy of Live Nation
Smirnoff Ice
Smirnoff Ice made its Gov Ball debut with its Smirnoff Ice Flavor Fair activation. Here, fans had a chance to win prizes including festival merch, surprise ticket upgrades, and more.
Photo: Courtesy of Live Nation
Stella Artois
Stella Artois and First We Feast’s Hot Ones teamed up for the ultimate flavor-packed collab at the fest. Fans were able to stop by for a Stella, fiery wings, a full lineup of Hot Ones’ sauces, and the chance to score exclusive merch.
Photo: Courtesy of Live Nation
Branded collab merch included fans and drink koozies.
Photo: Courtesy of Live Nation
Verizon
Verizon delivered an elevated experience for its customers with the Verizon Access VIP Cabana, an elevated viewing space with plush seating that was located to the left of the main stage. In partnership with the MTA, Verizon also surprised festivalgoers with a custom eye mask, complete with a sticker redeemable for a free subway ride home.
Photo: Courtesy of Live Nation
The cabana offered an oasis for Verizon customers to recharge their phones, create content in an immersive photo studio, and personalize their phones at a charm bar with designs from NYC designer Susan Alexandra.
Photo: Courtesy of Live Nation
SUSTEAS
SUSTEAS' Kitchen Club pop-up allowed attendees to try out stylish home essentials, grab freebies, and discover products from the kitchenware and home appliance brand.
Photo: Courtesy of Live Nation
