Six Flags Entertainment Corp., the world's largest regional theme park company, recently announced a new multiyear marketing partnership and foodservice program with Nathan's Famous Inc. The new agreement makes Nathan's Famous the "Official Hot Dog of Six Flags" across the U.S.
Six Flags will serve Nathan's Famous frankfurters exclusively at food locations in 15 of the U.S. theme and water parks in 2017 and will add the Chicago, Ill., market in 2018.
The partnership will be supported across Six Flags media networks, featuring Nielsen-measured Six Flags TV, in-park activation, integration into the Six Flags mobile app and through in-park signage. In market, Six Flags will partner with Nathan's to highlight Nathan's summer rewards, including sweepstakes hosted on the Nathan's website and the brand's social media pages.
"We are thrilled to welcome Nathan's to our premier portfolio of national partners," said Stephanie Borges, Six Flags vice president of North American strategic marketing and partnerships. "This partnership highlights our ability to deliver integrated platforms using our Six Flags media networks and experiential teams to drive sales at retail while offering quality products to our guests."
In support of the official partnership, Six Flags and Nathan's will also be incorporating an array of consumer-facing special offers, including ticket and shopper marketing programs, throughout the span of the agreement.
"Aligning with a popular family-friendly brand like Six Flags is a natural fit for us," said Leigh Platte, Nathan's Famous vice president of sales. "Nathan's celebrates family and fun. We are proud that Six Flags guests will now be able to enjoy our premium hot dogs and that the brand will enhance the overall entertainment experience. We couldn't be more excited to be the official hot dog of these great parks."
Smithfield Foods is the licensee of Nathan's Famous pre-packaged hot dogs and sells a wide variety of beef franks at thousands of supermarkets across the country, including natural casing, skinless, bun-length, 50% reduced-fat and Angus franks and more.