NEW YORK, March 6 /PRNewswire-FirstCall/ -- Six Flags, Inc. announced today a multi-year sponsorship and marketing alliance with Sara Lee Food & Beverage and Sara Lee Foodservice, divisions of Sara Lee Corporation under which the two divisions will become a Six Flags Corporate Alliance Partner and Sara Lee's Ball Park brand will become the Official Hot Dog of Six Flags. In addition, Sara Lee Food & Beverage and Six Flags will collaborate on co-branded marketing initiatives both in-park and on grocers' shelves.
The agreement makes Ball Park hot dogs available in all US Six Flagsparks for the first time. It also enables a number of other joint promotional initiatives, which include sponsorship of Six Flags SpringBreak Events in nine parks, Six Flags offers and sweepstakes promotions featured on-pack on Sara Lee retail products, and online advertising through SixFlags.com and Ballpark.com.
"Our agreement with Sara Lee ushers another well known consumer brandinto Six Flags parks and strengthens our attendance prospects given Sara Lee's marketing reach," said Mark Shapiro. "Ball Park offers more than simply a great product - it's a popular brand name that resonates with our guests and will drive high margin hot dog sales."
"At Sara Lee, we want to be where our consumers are. With its millions of visitors every year, Six Flags provides us with a great opportunity to make our products even more readily available to consumers across the country," said Steve Clapp, vice president, Ball Park brand. "Beginning this spring, more people than ever can enjoy Ball Park while they're enjoying themselves at a Six Flags park."