Six Flags Signs Sponsorship, Licensing Deals
Six Flags, Inc. has signed a number of licensing and sponsorship deals designed to boost its entertainment offering with some big-name brands.
The company has partnered with children entertainers The Wiggles to perform at its parks. The deal also calls to create “Wiggles World” areas (including play areas, cafes and merchandise kiosks) over the next five years. Three will debut in 2007. In return, The Wiggles will promote Six Flags during its North American tour.
In addition, Six Flags has expanded an agreement with professional skateboarder Tony Hawk to roll out two new themed spinning coasters in 2007. The brand will roll out additional Hawk rides over the next few years.
Six Flags also signed two new corporate alliance partners with Cold Stone Creamery and H.J. Heinz Co.
Under its multi-year partnership, Cold Stone Creamery will open and operate eight ice cream shops in Six Flags theme parks, issue in-store promotions and develop a special ice cream flavor named for the park. In addition, the two will partner on co-marketing offers to drive in-store and in-park sales, which will include direct mail programs and online offers.
For its part, Heinz will become the official ketchup of Six Flags Theme Parks. The company will use Heinz Ketchup and other condiments at its restaurants and promote the partnership via park signage.
Six Flags and Heinz will also launch a number of co-branded promotions, including peel away labels on ketchup bottles for a chance to win prizes online at SixFlags.com.
“This will be the first year we’re able to put our ‘family-friendly’ stamp on a full Six Flags season, from preparation to execution,” said Six Flags chief executive officer Mark Shapiro in a statement. “Our plans to diversify the family entertainment experience are well underway and that strategy will permeate the entire company.”
MTV’s 24-hour college network will promote emerging artists at five Six Flags parks for branded concerts during the summer, Six Flags said. The network’s parent, Viacom, will support the marketing initiatives.
Terms of the deals were not disclosed.
The marketing deals come as Six Flags mulls the potential sale of nine of its 28 parks. The company said it would make a decision on whether to sell by yearend.
