Travis Kelce Teams Up with Activist Investor to Revitalize Six Flags

Activist investor Jana Partners, along with NFL star Travis Kelce, is pushing Six Flags Entertainment to enhance marketing and customer experiences. After Jana disclosed a 9% stake, shares rose 17%. Kelce aims to drive improved park attendance and brand engagement, joining a field of activists targeting Six Flags.

In an effort to rejuvenate Six Flags Entertainment, activist investor Jana Partners has allied with NFL star Travis Kelce. The collaboration was revealed after Jana disclosed a 9% stake in the company, which subsequently saw its shares jump 17%.

Kelce, an avid theme park enthusiast and engaged to singer Taylor Swift, is pressing for better marketing and customer experiences to boost park attendance and brand engagement. This move comes after a downtrend in stocks following a rainy season and merger with Cedar Fair.

As part of this strategy, Jana has added an executive from Sachem Head Capital to the Six Flags board, alongside other executives who, with Kelce, could become potential board nominees. Jana has a notable history of successful activism in consumer-related industries.

(With inputs from agencies.)