Six Flags Seals Deal On Home Improvement Partnership

Six Flags has secured a major new marketing partnership with Lowe's, the world's second largest home improvement retailer. The North Carolina-based company will be the Official Home Improvement Retailer and presenting sponsor of Opening Weekend at participating Six Flags parks across the nation. Landing a marquee sponsor in the home improvement category should provide a boost to Six Flags, which is in the process of shifting its approach to sponsorship sales to align with its post-bankruptcy operational strategy.

As the official opening weekend sponsor, Lowe's will be integrated into Six Flags' marketing efforts on both the national and local levels this spring. Additional support will include social media outreach, radio promotions, and in-park giveaways.

"Our strategic alliance with Lowe's is perfect as we prepare our parks for opening weekend events," said David McKillips, senior vice president of corporate alliances at Six Flags. "We look forward to providing new, exciting benefits to our mutual customer base."

"Six Flags has a national presence and its locations align well with several of Lowe's top markets," said David Geren, Lowe's vice president of marketing. "Sponsoring their grand opening weekends presents a great opportunity for Lowe's to engage with key consumers in these areas at an important time of year."

Lowe's will receive brand messaging across the Six Flags Media Networks with out-of-home signage, digital advertising and Lowe's branded content on sixflags.com.

Six Flags' sponsorship & licensing revenue for 2011 was down 14% ($6.8M) as the company looks to transition its sponsorship efforts away from lower-margin deals, according to company officials. The company currently lists over 20 national sponsors on its website.

Six Flags operates 19 parks located throughout North America including theme parks, thrill parks, water parks and family entertainment centers; and hosting more than 24 million guests annually. #dealstag