NFL star Travis Kelce has quietly stepped into a major business move beyond the gridiron: he is now part of a group that holds around a 9% economic interest in iconic amusement-park operator Six Flags Entertainment Corporation.
The deal, announced October 21, brings Kelce together with activist investor JANA Partners and other industry executives, aiming to help reshape the theme-park chain’s future.
Kelce, a tight end for the Kansas City Chiefs, described himself as “a lifelong Six Flags fan” who “grew up going to these parks with my family and friends.”
He added: “The chance to help make Six Flags special for the next generation is one I couldn’t pass up.”
Although the core of the announcement had a strong business orientation, there’s also an emotional element to Kelce backing an enterprise he’s long felt connected to, turning personal nostalgia into strategic investment.
From end zone to roller coaster
The investment comes at a turning point for Six Flags. The company reported a net loss of approximately $319 million in the first half of 2025, and attendance slid by 9% in the quarter ended June 29 in part due to poor weather and a soft consumer backdrop.
Shares of Six Flags surged nearly 18% in regular trading following the announcement and added another 4.5% in after-hours trading.
Still, the stock remains down roughly 47% year-to-date.
JANA Partners, known for its activist strategy in consumer-brand turnarounds, clearly has lofty goals.
At the 13D Monitor Active-Passive Investor Summit in New York, JANA managing partner Scott Ostfeld outlined plans to engage with Six Flags’ board and leadership to boost marketing, enhance guest experiences, and modernize operations.
Kelce‘s role, while perhaps not as operational as those of experienced brand executives in the group, adds star power and, importantly, consumer insight from a lifelong fan vantage point.
For Kelce, this move builds on his expanding business portfolio. The Ohio-native has previously invested in several sectors, including restaurants, beverages, and entertainment events.
What makes this especially compelling: Six Flags’ portfolio now includes parks in Kelce‘s home state of Ohio (having merged with Cedar Fair Entertainment Company in 2024) and a park in Kansas City (the home of the Chiefs) under its umbrella.
In other words, the investment bridges personal history and hometown relevance.
From Kelce‘s vantage point, putting this kind of capital to work makes sense on multiple levels, beyond just the celebrity angle.
Theme parks remain an asset class with resilience when properly managed, and in this case, Kelce is joining a group intent on stepping into the boardroom rather than simply buying shares.
The activist nature of the stake means operational changes are likely part of the roadmap.
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