7-Eleven(R) Promotes WWE(R) SummerSlam Sponsorship with Cool Cups, Big Values

Summer Promotion Really Packs a Punch

DALLAS--(BUSINESS WIRE)--7-Eleven, Inc. comes out swinging in August with a promotion spotlighting World Wrestling Entertainment's (WWE) 2009 SummerSlam pay-per-view mega event to be aired live Aug. 23 from the Staples Center in Los Angeles. Collector cups, contests and commercials featuring WWE Superstars and a Diva are part of the month-long campaign promoting SummerSlam, WWE's second largest pay-per-view event of the year.

Participating 7-Eleven® stores will offer five collectible 44-ounce Super Big Gulp® cups with still and action shots of WWE Superstars John Cena®, Triple H®, Edge®, Undertaker® and WWE Diva Kelly Kelly®, as well as a Big Gulp® cup with custom WWE graphics.

The retailer's entry into the foot-long submarine sandwich arena will be rebranded as the "SummerSlam Sub" during August and sell for less than $5 at participating stores (prices vary by geographic area). And for the month, 7-Eleven's summer meal-deal, becomes the "3-Count" Meal Deal with a ¼ Pound Big Bite® hot dog, Big Gulp fountain drink and bag of 7-Select® chips for $2.99. Participating stores in Texas, Utah, Colorado, Arizona and the Las Vegas area will promote 3-pack of mini sandwiches called Trios for $3.99, rather than a sub sandwich.

"Superheroes have been our theme this summer, and this promotion continues that pattern," said Angela Carrales, a senior marketing director at 7-Eleven. "Some of the WWE Superstars are a different kind of superhero who have a ferociously loyal fan base that matches our core 7-Eleven customer profile. We believe this promotion will be a big hit with WWE fans. Already buzz is building after Monday night's WWE show aired information about the Super Big Gulp cups boasting WWE Superstars' likenesses."

As presenting sponsor of SummerSlam, participating 7-Eleven stores will offer an exclusive, limited-edition autographed poster of WWE Superstar Jeff Hardy™ with the purchase of a WWE Magazine. This is the second time Hardy has been part of a 7-Eleven promotion. He and his brother Matt formerly competed as the Tag-Team Championship Hardy Boyz and were featured on a collectible Slurpee® cup in a super-successful WWE tie-in during 2002.

"WWE's new partnership with 7-Eleven demonstrates the power of the WWE brand as an exciting entertainment property that offers 'one-stop shopping' access to fully integrated campaigns that efficiently reach our millions of fans," said Brian Kalinowski, WWE executive vice president for digital media. "WWE is looking forward to celebrating our second largest pay-per-view event of the year, SummerSlam, with 7-Eleven."

"7-Eleven and WWE first partnered seven years ago, and it was a huge win for both of us. The cups were a hit, and stores sold out of a collectible WWE poster we created," said Jay Wilkins, 7-Eleven brand manager for proprietary cold beverages. "Big Gulp fans love WWE, and WWE fans love Big Gulp drinks."

WWE Diva Kelly Kelly is featured in an upcoming television spot that will debut on Monday Night Raw and air on various sports programs, as well as at WWE venues around the country. Pairs of tickets to several WWE live events across the country and collectible posters will be given away as part of on-air radio contests sponsored by 7-Eleven. To promote the 7-Eleven partnership and exclusive offers, WWE will host co-branded media across WWE's multiple media platforms, including WWE.com and WWE magazine.

Working with 7-Eleven in developing the partnership and promotions with WWE's SummerSlam program is FreshWorks, a consortium of Omnicom companies serving as 7-Eleven's advertising and marketing agency.

"Big thirst, big hunger, big events; 7-Eleven is ready to enter the ring," Wilkins said. "August is hot, and people will be slamming down drinks to cool off and quench their thirst, or grabbing a SummerSlam Sub or 3-Count Meal Deal to take down their hunger."

About 7-Eleven, Inc.

7-Eleven, Inc. is the premier name and largest chain in the convenience retailing industry. Based in Dallas, Texas, 7-Eleven operates, franchises or licenses approximately 7,800 7-Eleven® stores in North America. Globally, 7-Eleven operates, franchises or licenses more than 36,400 stores in 15 countries. During 2008, 7-Eleven stores worldwide generated total sales of more than $53.7 billion. For 15 consecutive years 7-Eleven has been listed among Hispanic Magazine's Hispanic Corporate Top 100 Companies that provide the most opportunities to Hispanics. 7-Eleven is franchising its stores in the U.S., and is expanding through organic growth, acquisitions, and its Business Conversion Program

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