Travis Kelce, Six Flags developing ‘branding relationship’ following Kelce investing
Travis Kelce and Six Flags are working on a “branding relationship” together following the NFL player investing into the company.
Six Flags wants to ‘work very closely’ with Travis Kelce
Richard Zimmerman, CEO of Six Flags, said the company has had “extremely constructive dialogues” with Kelce and intends to “work very closely with him and his team to make sure that we optimize that opportunity.” Zimmerman expressed these remarks during Six Flags’ quarterly earnings call on Nov. 7, 2025.
Zimmerman also said, “Six Flags is engaged 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.” (See full transcript of Zimmerman’s comments below.)
Rendering courtesy of Six Flags
True to the company’s word, hours later Cedar Point social media accounts posted a photo of one of its roller coasters with Kelce’s head (intentionally) hastily pasted onto a rider’s body.
In October, Travis Kelce — NFL player, Super Bowl champion, “New Heights” podcast host, and, of course, fiancée of Taylor Swift — along with JANA Partners and two other business executives invested in Six Flags with an approximately 9% ownership stake.
Travis and his brother, Jason Kelce, have discussed their frequent childhood visits to Cedar Point in Sandusky, Ohio, on their podcast, “New Heights.”
Zimmerman addressed the publicity Kelce’s investment brought to Six Flags, saying on the earnings call, “This reaction reinforces our confidence that Six Flags is as exciting and relevant as ever. Six Flags remains a beloved brand and we are pleased that it is part of the national conversation.”
Transcripts of Six Flags CEO’s remarks
The following are excerpts from the Six Flags quarterly earnings call held on Nov. 7, 2025, concerning Travis Kelce and JANA Partners investing in Six Flags.
Richard Zimmerman, CEO of Six Flags:
It was recently announced that a group led by JANA Partners, which includes NFL superstar Travis Kelce, has acquired a significant stake in Six Flags. We have been in active conversations with this group regarding our mutual goal of enhancing shareholder value. As part of these efforts, Six Flags is engaged 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. These discussions come at an ideal time as we continue to invest across our business to modernize our brands, reinforce their longstanding cultural relevance, and build stronger connections with guests.
Richard Zimmerman, CEO of Six Flags:
Six Flags has always been open to discussing strategy and opportunities with shareholders. In this regard, this situation is no different. What is different is the magnitude of consumer interest and response following the announcement that the group is investing in Six Flags. This reaction reinforces our confidence that Six Flags is as exciting and relevant as ever.
Six Flags remains a beloved brand and we are pleased that it is part of the national conversation. We intend to build on that momentum to capitalize on the interests of the company in the 2026 season. We’ll have more to say about that on future calls, so stay tuned.
During the Q&A portion of the call, an investor asked the following question.
As we think about this JANA Partners announcement, obviously it really moves the needle in terms of the stock, but as we try to figure out how much it is likely to move the needle in terms of the business, you’ve had a number of activist investors involved in this story off and on for some time now. I think this is the first time maybe that you’ve called out one of them.
I would say there’s a significant brand associated if we think about Travis Kelce. I guess the question is, do you actually think that Travis Kelce would consider lending his brand to the cause? Is that ultimately what we’re talking about here? Because that would, I think, pretty clearly could move the needle. To take it even further into the realm of — you’re probably not going to answer this question — but as we think about Travis Kelce [inaudible] as part of the brand association, given that the conversation is reinvigorating your brand and making it more relevant in today’s time?
Response to question from Richard Zimmerman, CEO of Six Flags:
I’ll answer this as a guy who grew up in Kansas City and watched the Chiefs win their Super Bowl in 1970. I think we live in a different world now. Travis Kelce, influencers of that ilk, have tremendous followings and I think part of where all of society is going is figuring out what does the new world looks like.
I’ll go back to my prepared remarks. We’ve had extremely constructive dialogues on this front. I think as we think about how to create shareholder value, we start with performance in the parks. Listen; I would put any loyal fan who has grown up coming to our parks, that’s our bread and butter. You’ve heard me talk about the lifetime customer. Travis Kelce is somebody who’s come to our parks at many of our locations and has an affinity for them.
We’re going to work very closely with him and his team to make sure that we optimize that opportunity and I will say, as you said, the interest is [inaudible], not only the stock price shooting up, but it speaks to we live in a different world now. I’ve got trust in our team and in his team in how we work this.
Cedar Fair Entertainment Company and Six Flags Entertainment Corporation merged in 2024, forming a conglomerate of 56 theme parks and water parks. During the same call on Nov. 7, Brian Witherow, executive VP and CFO of Six Flags, said selling or closing some of Six Flags’ parks is currently a “priority” as the company navigates its business operates post-merge.
Stay tuned to AttractionsMagazine.com for daily coverage of theme park news, trip reports, and exclusive interviews from Six Flags, Disney, Universal, and independent attractions around the world.
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