Sara Lee and Six Flags Announce Multi-Year Sponsorship and Marketing Alliance

Six Flags Inc. forms 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 U.S. Six Flags parks for the first time. It also enables a number of other joint promotional initiatives, which include sponsorship of Six Flags Spring Break 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. "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," says Steve Clapp, vice president, Ball Park brand.