US food group Sara Lee has entered into a sponsorship alliance with the theme park operator Six Flags.
The multi-year deal has been agreed between Six Flags, which owns and operates some 28 parks across North America, and two Sara Lee divisions, Sara Lee Food & Beverage and Sara Lee Foodservice, and will see Sara Lee’s Ball Park brand will become the Official Hot Dog of Six Flags. As such, Ball Park hot dogs will be available in all US Six Flags parks for the first time.
In addition, Sara Lee Food & Beverage and Six Flags will collaborate on co-branded marketing initiatives both within theme parks and in the grocery channel.
“At Sara Lee, we want to be where our consumers are,” said Steve Clapp, vice president for the Ball Park brand. “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. Beginning this spring, more people than ever can enjoy Ball Park while they’re enjoying themselves at a Six Flags park.”
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