- On June 7, Kelce posted an Instagram video unboxing a Six Flags welcome package that included a gold pass granting unlimited access to every park location, with Six Flags using the moment to push fans toward buying season passes.
- Kelce captioned the post "The perks of the new job are pretty good," while Six Flags followed up with: "Get your Season Pass and come ride with us," a clear direct-to-consumer conversion play timed to peak summer attendance season.
- The June campaign follows Kelce's March naming as Six Flags brand ambassador, a role built on his October 2025 move to co-invest roughly $200 million for a 9% stake in the company alongside Jana Partners.
- A new Six Flags TV commercial starring Kelce has also dropped, marking the first broadcast-level activation of the partnership.
Travis Kelce and Six Flags are going full throttle on their summer campaign. On June 7, Kelce posted a video on Instagram showing him opening a welcome package from the amusement park giant, complete with a gold pass giving him unlimited access to every Six Flags location across North America.
Six Flags captioned the post: “The perks of the new job are pretty good. Get your Season Pass and come ride with us.” The post quickly drew a flood of fan reactions, and one comment that stole the show. His mother Donna Kelce jumped in, writing: “Love your shirt!!! Can’t wait to ride!!! Lots of great memories…”
The timing is no accident. The June push is the first major consumer-facing activation since Kelce was named Six Flags brand ambassador in March, and it lands right as summer foot traffic peaks across the company’s park network.
A new Six Flags TV commercial featuring Kelce has also rolled out, bringing the partnership into broadcast for the first time. Six Flags reported a net loss exceeding $1.5 billion in 2025, making this summer campaign critical to driving season pass sales and rebuilding attendance momentum.
Kelce’s broader endorsement calendar stays busy. As covered in his Tommy Hilfiger global ambassador deal, Hilfiger announced him as both a global ambassador and creative collaborator at the center of the brand’s Fall 2026 campaign. He also holds active deals with State Farm, Nike, and Bud Light.
Takeaways
This is what a well-executed brand ambassador deal looks like in motion. The March announcement built awareness; the June campaign is where Six Flags actually tries to turn Kelce’s reach into real ticket and season pass sales.
Dropping an unboxing video with a gold pass and a direct “come ride with us” call-to-action is smart, low-cost content that feels personal, not corporate. And when Donna Kelce’s comment goes viral on its own, that’s the kind of earned media that no ad budget guarantees.
Does a viral Instagram unboxing moment with a gold pass actually convert casual fans into season pass buyers? Donna Kelce’s comment going viral is free marketing, is Six Flags leaving an opportunity on the table by not building her into the campaign officially?
