Six Flags extends deal with Coke for ten years

Posted Wednesday, July 18, 2012 9:53 AM | Contributed by Jeff

[Ed. note: The following is an excerpt of a press release. -J]

Six Flags Entertainment Corporation (NYSE: SIX), the world's largest regional theme park company, and The Coca-Cola Company (NYSE: KO) today announced a 10-year extension to their partnership agreement, designating Coca-Cola as Six Flags' Official Beverage Sponsor for all domestic parks. The new agreement begins January 2013 and builds on a 50-year relationship that began at Six Flags Over Texas, Six Flags' flagship park.

"We are extremely proud and excited to extend our valuable partnership with Coca-Cola, and expand our relationship that is built on innovation, service and quality brands," said David McKillips, senior vice president of Corporate Alliances for Six Flags. "We are looking forward to taking our relationship to new heights."

"This new agreement builds on 50 years of refreshing visitors at Six Flags parks. With acres of thrilling rides and attractions to explore, friends and families are sure to work up a thirst enjoying a day outdoors at one of Six Flags' 17 U.S. parks," said Stefanie Miller, Group Vice President of Strategic Partnership Marketing, Coca-Cola Refreshments. "Our diverse portfolio of full, low and no-calorie beverages offers the perfect choice for delicious, ice-cold refreshment for every Six Flags visitor."

The association includes fully integrated marketing, food service and sponsorship elements at every property and exclusive product distribution in restaurants, dining locations and mobile carts for Coca-Cola®, Diet Coke®, Sprite®, Coke Zero™, PowerAde® and Dasani® bottled water, along with energy drinks, teas, juices and all frozen carbonated beverages. The companies will work collaboratively on launching unique beverage innovation concepts, including the expansion of the Coca-Cola Freestyle® Zone, which first opened at Six Flags Great Adventure in Jackson, NJ in 2011.

Also, Six Flags and Coca-Cola will debut many marketing initiatives nationally, regionally and locally, including value-added promotions unique to each property, along with an extensive, fully-integrated media campaign featuring joint creative messaging on TV, radio, the internet and in cinemas. Additional programs will feature Six Flags rewards within the MyCokeRewards loyalty program, as well as social media and mobile phone campaigns.

In addition, Coca-Cola will be the Official Beverage Sponsor of many Six Flags special events, including spring and summertime music concerts and cultural events such as Festival Latino. Coca Cola will market its products on Six Flags' in-park media networks, including TV commercials, custom-made vignettes on award-winning Six Flags TV, digital out-of-home networks, online at sixflags.com, and via experiential marketing on Coke's Swelter Stopper Tour.

Read the entire press release from Six Flags.

Wednesday, July 18, 2012 9:54 AM

I'm still holding out for them to land Cedar Fair.

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Wednesday, July 18, 2012 10:44 AM

I like me Pepsi. Although I have never seen any numbers on it, I believe that cola preferences vary by region. Here in southeast Ohio it's Pepsi country. Maybe because there has been a Pepsi distributor in Athens forever. I once heard a store owner say that Pepsi at regular price sells better than Coke at sale price at his store.

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Wednesday, July 18, 2012 3:36 PM

Coke sells more overall though, which seems like reason enough to put it in your amusement parks.

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Wednesday, July 18, 2012 3:41 PM

True enough. I didn't mean to say that CF shouldn't go with the bigger seller. Unless Pepsi cuts a better deal on cost (kind of like the Peanuts over Nick thing).

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Wednesday, July 18, 2012 3:42 PM

I'm hoping Cedar Fair sticks with Pepsi, it's much better than Coke. What does SeaWorld/Busch have?

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Wednesday, July 18, 2012 3:44 PM

SeaWorld has a 10 year deal with Coca-Cola.

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Wednesday, July 18, 2012 4:16 PM

Cedar Fair isn't "stuck" with Pepsi today, as the former Paramount locations have Coke.

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Wednesday, July 18, 2012 4:21 PM

Personally not a fan of the bitter taste of Coke, but as long as they have suitable non-carbonated alternatives it really isn't a big deal for me. Most of my drinking will continue to be from water fountains at parks.

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Wednesday, July 18, 2012 4:23 PM

Jeff said:
Cedar Fair isn't "stuck" with Pepsi today, as the former Paramount locations have Coke.

True but Cedar Fair had Pepsi, they just acquired parks that have Coke.

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Wednesday, July 18, 2012 4:23 PM

Jeff said:

Coke sells more overall though, which seems like reason enough to put it in your amusement parks.

That's not really a fair statistic, though. How much Coke do people buy simply because they have no choice? McDonald's, Burger King, Subway, Wendy's, Six Flags, Disney, theaters, Dave & Busters, etc, etc.

If there's one thing that the Coca-Cola company is good at, it has nothing to do with making beverages. It's their ability to squash competitors for pouring rights and national contracts.

These companies don't pick Coca-Cola products because the "diverse portfolio of full, low and no-calorie beverages offers the perfect choice for delicious, ice-cold refreshment." They do it because Coke gives them a better financial deal.

Last edited by kpjb, Wednesday, July 18, 2012 4:25 PM
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Wednesday, July 18, 2012 8:01 PM

I don't really care what they are selling. I just really like the $5 unlimited refills wristband at CF parks.

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Wednesday, July 18, 2012 8:02 PM

I'm not positive, but I'm pretty sure they win in retail as well.

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Wednesday, July 18, 2012 8:18 PM

Six Flags providing Coke products is one of the few things the chain does right.

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Wednesday, July 18, 2012 9:05 PM

^ Good point Greg Leg. I agree. I like that when I go to Six Flags I'll be enjoying Coke products. I just enjoy Coke over pepsi.

kpjb, Pepsi is no different. Why do you think they also own Pepsico which owns a few chain restaurants that carry Pepsi products? It's just like any other business. They are trying to capture a larger share of the market then their 1st place competitor. They just aren't as good at it.

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Wednesday, July 18, 2012 9:26 PM

Maverick00 said:

What does SeaWorld/Busch have?

They used to have free beer. Now those were the good ol' days.

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Thursday, July 19, 2012 1:59 AM

maXairMike said:

Most of my drinking will continue to be from water fountains at parks.

Most of my drinking will continue to be from the fountains at Red Garter. :)

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Thursday, July 19, 2012 1:34 PM

I'll never forget the blind test tests we replicated in an undergrad business class. Pepsi's fine in a shot-glass quantity, but when given an entire can, people vastly preferred Coke. Pepsi was described frquently as "cloying", which IMO is a perfect description.

Coke sells more because it's a better product.

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Thursday, July 19, 2012 1:52 PM

When I was a kid I preferred Pepsi and hated Coke. As I got older the sweetness of Pepsi became a bit overwhelming and I gravitated towards the more 'mature' taste of Coke.

Kind of the same way I used to eat bucketloads of sugary candy when I was a kid, but now more than a handful of Nerds or Spree can be nauseating.

Are there studies about the demographics of those who prefer each drink? I would think Pepsi skews younger just one the sweetness factor alone.

So yeah, I guess what I'm saying is I get exactly what Gator is talking about.

Although I do enjoy Pepsi throwback - it seems to be mellower in its sweetness. Still wouldn't want it all the time though.

And regardless of preferences, fountain Coke beats fountain Pepsi every time. (even when I was a kid)

Last edited by Lord Gonchar, Thursday, July 19, 2012 1:53 PM
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Thursday, July 19, 2012 2:20 PM

I love Spree. And Diet Mountain Dew. (And Maverick.)

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