NFL star Travis Kelce is partnering with Six Flags Entertainment Corp. to serve as a brand ambassador for the amusement park giant as it readies to shrink its portfolio.
This is the first time Six Flags has solidified its relationship with the Kansas City tight end and three-time Super Bowl champion since Kelce teamed up with activist investor Jana Partners less than six months ago in hopes of boosting Six Flags' stock.
Kelce will be working with Six Flags, the largest regional amusement park operator in North America, "as it enters its next chapter," he said in a statement. "The Six Flags team is creating even more rides and attractions as it takes guest engagement to a new level."
Financial terms of the partnership between Six Flags and Kelce were not disclosed. Kelce was not immediately available to discuss the partnership with CoStar News.
The new partnership between Six Flags and Kelce is expected to include marketing support for the company's parks over the course of 2026. The deal includes Kelce supplying digital content across a variety of social media platforms and gives Six Flags the ability to use his name, image and likeness in broadcast media, in-park marketing and streaming platforms.
Kelce brings his lifelong fandom of Six Flags to what is expected to soon be a reduced real estate portfolio for the amusement park giant after it struck a $331 million deal with real estate investment trust EPR Properties last week to sell seven of its parks. Six Flags' real estate portfolio is expected to span 34 parks in 23 North American sites for the 2026 season after the deal closes by the end of the second quarter.
Charlotte, North Carolina-based Six Flags has struggled with lower attendance at its parks and rising debt totaling more than $5.1 billion, the firm told investors last month. Six Flags' new President and CEO, John Reilly, is seeking to right the business.
Kelce is a "lifelong fan of Six Flags, having grown up going to some of our most iconic parks," Reilly said in a statement. That makes him "a natural ambassador" to represent the brand across North America.
"His fun-loving personality, commitment to excellence and passion for the game have contributed to three Super Bowl titles on the field, and we’re confident they will score big with our guests as well," Reilly said about Kelce using his star power to back Six Flags.
The partnership marks one of the actions Six Flags is taking to improve its business, officials said, adding the company is investing in its rides, attractions and other "family-friendly entertainment assets across its portfolio of parks."