Travis Kelce Joins Investor Push at Six Flags

Published on October 21st, 2025 5:11 pm EST
Written By: Dave Manuel


Travis Kelce isn't just catching passes anymore. The Kansas City Chiefs star has reportedly taken an activist position in Six Flags, the struggling amusement park operator that's been fighting to keep attendance and margins from flatlining since the pandemic.

It's the kind of move you'd expect from a hedge fund, not an NFL tight end. But Kelce's off-field business game has been getting sharper every year. Endorsements, podcasts, fashion brands, now activism - the guy isn't just diversifying, he's playing offense in the boardroom.

Sources say Kelce joined a group of investors pushing for operational changes inside Six Flags, including a stronger push into premium experiences and sports tie-ins. The company has been treading water in a post-COVID world, with cost inflation biting into profits and attendance still below pre-2020 levels. Six Flags' market cap sits just under $2 billion, down more than 40% from its 2018 highs.

So why would Kelce - a player known more for routes than restructuring - wade into activist territory? It's about influence and timing. Six Flags is in the middle of merging with Cedar Fair, another major theme park operator. Activists see inefficiencies in the merger plan, and Kelce's presence gives the group star power - the kind that draws headlines and leverage in proxy fights.

Kelce's investment isn't believed to be massive, but it's enough to make noise. And that's often what activist investing is: controlled chaos with a microphone. If he can help push the merged entity toward better branding, pricing, or experience design, there could be upside.

The move also fits the broader pattern of athletes stepping into finance and ownership. LeBron with sports media, Brady with private equity, now Kelce with shareholder activism. It's influence with ROI attached.

Six Flags shares popped about 3% on the news. Investors are betting that celebrity attention - and maybe a bit of marketing heat - could light a fire under a stock that's been stuck in neutral for too long.

Recent filings show Six Flags generated roughly $1.3 billion in revenue last year with net income just above $130 million. The company has been cutting labor costs and hiking ticket prices, but attendance fell nearly 5% year over year. If the activist group gets its way, expect pressure for faster digital expansion, more dynamic pricing, and fewer underperforming parks.

Kelce's play might be small on the balance sheet - but big in terms of message. Athletes are no longer waiting for a seat at the table. They're buying one.