Breaking News:Six Flags in talks with NFL star Travis Kelce on branding partnership

By Susan Glaser, cleveland.com
CHARLOTTE, North Carolina – Six Flags officials confirmed they are in active discussions with NFL star Travis Kelce about forming a branding partnership aimed at revitalizing the struggling amusement park company.

Kelce, a Cleveland Heights native, made headlines last month after joining an investor group that purchased a substantial stake in Six Flags. The Kansas City Chiefs tight end, who grew up visiting Cedar Point and other Ohio amusement parks, has long expressed his enthusiasm for theme parks.

At the time, Six Flags didn’t have much to say about how, or even whether, Kelce might be used to promote the company.

On an earnings call Friday, Six Flags President and CEO Richard Zimmerman revealed that the company is in conversation with Kelce’s team “to work together on a broader branding relationship, capitalizing on Kelce’s long history with our parks and his desire to help renew and enhance the fun and excitement he has enjoyed with us for future generations.”

He added, “Travis Kelce is someone who has come to parks in many of our locations and has an affinity for them. We’re going to work closely with him and his team to make sure we optimize that opportunity.”

Kelce’s involvement comes at a critical time for Six Flags, which has struggled in the first year after merging with Cedar Fair.

The company reported a disastrous second quarter in early August, with attendance, season pass sales and revenue all down dramatically.

The third quarter showed some improvement – attendance was up 1% companywide, although in-park spending was down. Net revenue was down, as well.

On the Friday call with analysts, Zimmerman and Six Flags Chief Financial Officer Brian Witherow said that the past year has revealed a “tale of two parks” – those that are outperforming expectations and those that are underperforming.

Witherow declined to provide more specific information on which parks are in which category – although Ohio’s Cedar Point and Kings Island are clearly among the company’s top performers.

Witherow acknowledged that some underperforming parks might be shed in the coming years.

“We are committed to making decisions that strengthen the long-term health of the company even when those decisions are difficult,” said Witherow.

Already, the company has made the decision to shutter two parks, including Six Flags America, outside Washington, D.C., which closed this month for good. California’s Great America, meanwhile, will close in two years.

Despite the rocky year, Zimmerman said he’s convinced the fundamentals of the regional amusement park industry remain solid.

“This year has challenged every assumption and tested every plan,” he said. “But challenges tend to reveal the fundamentals and the fundamentals here at Six Flags remain strong. I’ve spent four decades in this industry and I’ve seen how quickly momentum can return when strategy, capital and execution all align.”

Zimmerman, who announced in August that he would step down at the end of 2025, also gave an update on efforts to find his replacement.

“I’ve been encouraged by the level of interest and quality of the candidates,” he said. “More to say in the near future as the board works through that process.”

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