In June 2025, British indie-rock singer Sam Fender—whose album People Watching (2024) won the Mercury Prize and established him as a leading figure in British guitar music—opened his first stadium tour at London Stadium, the 82,500-capacity Stratford venue built for the 2012 Olympics. The 90-minute set, filmed as Live at London Stadium, featured tracks from the new album, classics like "Seventeen Going Under," and the premiere of a collaboration with Olivia Dean on "Rein Me In". Performed before a sold-out crowd, it marked the culmination of his European breakthrough following the Mercury Prize win.