June 26, 2002
Oklahoma City, OK -- Theme park giant Six Flags, Inc. and Frito-Lay, the leading marketer of convenient snack foods, announced today a seven year, multi-million dollar sponsorship agreement.
Frito-Lay will utilize the benefits of the partnership to access the millions of consumers who attend the 28 Six Flags properties across the United States.
"We are pleased to welcome Frito-Lay as a premier marketing sponsor beginning this season," said Kieran Burke, Six Flags' chairman and CEO. "This partnership is a perfect fit as both of our companies focus on providing fun products and experiences for kids and families."
Frito-Lay, the convenient foods division of PepsiCo, with brands including Doritos, Lay's, Tostitos, and Rold Gold, is the market leader in nearly every snack category.
"Six Flags offers Frito-Lay a unique combination of strong platforms to reach important target demographics for many of our product lines," said Beth Struckell, Frito-Lay General Manager. "This sponsorship gives us access to millions of consumers through in-park branding and sales programs, as well as outstanding promotional opportunities."
As part of the sponsorship agreement, Frito-Lay will sponsor a major thrill-ride attraction at each of the 15 branded Six Flags theme parks in the United States. Frito-Lay will also have in-park television, publishing, and Internet marketing rights on www.sixflags.com.
The sponsorship also includes rights to develop joint Frito-Lay and Six Flags promotions and events over the term of the agreement.
"The national promotional elements Frito-Lay can bring to this partnership make it a unique and valuable partner for Six Flags," Burke noted. "Frito-Lay provides a broad reach to significant markets giving Six Flags the opportunity to drive incremental attendance at our U.S. parks."