Travis Kelce has entered the theme park business, something the NFL star calls a “full circle” moment.
New York-based firm Jana Partners announced on Tuesday that it recruited Kelce and other investors to establish a nine percent stake in Six Flags Entertainment, per a press release. According to The Wall Street Journal, that figure translates to about $200 million, and the company saw shares jump approximately 18 percent following the news.
The Kansas City Chiefs tight end celebrated the investment on social media. “To all my fellow theme park and amusement park lovers. I have some exciting news!!! Couldn’t pass up the opportunity to continue the tradition and make Cedar Point and Six Flags even more special for the next generation of families!” Kelce wrote in an Instagram post on Tuesday. “Excited to partner with JANA Partners as an investor in Six Flags. So crazy to even imagine this is real, but you gotta love it when life comes full circle.”
Last year, an $8-billion merger between Six Flags with Cedar Fair — which owned Cedar Point, Carowinds in North Carolina and Knott’s Berry Farm in California — was followed by the layoffs of the presidents of Knott’s Berry Farm and Six Flags Magic Mountain last May and the announcement of 135 full-time jobs cuts across its California parks by the end of June.
The shakeup, along with bad weather, plummeting attendance, broken rides, and a rise in competition have added to the company’s struggles amid shares falling more than 45 percent in 2025.
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Kelce’s celebrity power has propelled him to new heights thanks to his success on the field, his high-profile relationship with fiancée Taylor Swift, his popular podcast with brother Jason Kelce, and a slew of business ventures. Kelce has also invested in Formula 1’s Alpine Team and has made millions partnering with the likes of Nike, Bud Light, Experian, State Farm, Pfizer, and more.
The NFL player appears hopeful that he’ll be able to bring some of his A-list appeal to the beleaguered amusement park. “I am a lifelong Six Flags fan and grew up going to these parks with my family and friends,” said Kelce in a press release statement, echoing his social media post. “The chance to help make Six Flags special for the next generation is one I couldn’t pass up.”
