Sara Lee signs sponsorship deal with Six Flags
March 06, 2007
by Eric Schroeder
DOWNERS GROVE, ILL. — Sara Lee Food & Beverage and Sara Lee Foodservice, divisions of Sara Lee Corp., signed a multi-year sponsorship and marketing alliance with Six Flags, Inc. under which the two Sara Lee 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.
As part of the agreement, Ball Park hot dogs will be available in all U.S. Six Flags parks for the first time. The partnership also will lead to several other promotional initiatives, including 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 on-line advertising through SixFlags.com and Ballpark.com.
"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.