The Home Depot has signed a sponsorship deal with Six Flags, swapping real estate in joint-marketing efforts and tapping Home Depot’s longtime sponsorship of non-profit KaBOOM.
The “corporate alliance” deal brings Home Depot marketing assets to Six Flags’ 29 theme parks nationally. Home Depot will host its popular Kids Workshop clinics in some parks, as well as appearances by Home Depot’s NASCAR show car. Home Depot also will sell Six Flags tickets in all stores within 100 miles of a Six Flags park, serving Six Flags’ strategy of expanding the number of touchpoints it has with consumers.
In exchange, Home Depot gets signage throughout the parks, and will showcase new products, such as Veranda composite deck materials and Viva! SunPatiens heat-resistant flowers. Six Flags will consult with Home Depot on park remodeling projects, and Home Depot will supply all building and maintenance materials.
The two will collaborate to build several playgrounds in cities near Six Flags parks as part of Home Depot’s longstanding sponsorship of non-profit KaBOOM. Home Depot and Washington, DC-based KaBOOM last year began a three-year, $25 million campaign to build 1,000 playgrounds in 1,000 days (February PROMO). The partners have built 400 playgrounds so far.
“Six Flags will benefit from this relationship on a number of levels, from sponsorship to preferential pricing for our materials business, to the extensive marketing we’ll receive alongside one of the country’s most respected brands and the grassroots community service aspect that is so crucial to rebuilding the family connection to Six Flags,” said Six Flags president-CEO Mark Shapiro in a statement.
“This relationship represents a powerful example of the unparalleled benefits that The Home Depot can bring to its customers,” said Home Depot President-CEO Bob Nardelli in a statement. “Not only can we provide a strong depth and breadth of … materials … we also offer an opportunity to extend our partner’s brand in our retail environment as well as through sponsorship assets like NASCAR. When you combine all of this with our joint commitment to community relations, it is hard to imagine a more compelling total offering in the marketplace today.”
The alliance comes on the heels of a similar sponsorship deal that Six Flags signed with Papa John’s International in March. That multi-year deal puts Papa John’s pizza in Six Flags park (sold at a total of 60 concession stands) and puts Six Flags ads in 1,100 Papa John’s restaurants (all within 100 miles of a Six Flags park), on pizza boxes through the summer, and in a promotional DVD that Papa John’s will distribute for Six Flags (Xtra, March 31).