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Mars and Six Flags Expand Deal

Mars Snackfood US and Six Flags have announced a major expansion of an existing sponsorship agreement, naming the manufacturer's products as the "Official Candy" and the "Official Ice Cream Premium Novelty" for all Six Flags Theme Parks in the country.

During the five-year agreement, Mars Snackfood US will have exclusive marketing rights for all pre-packaged candy (both sugar and chocolate-based) for in-market promotion and in-park advertising on the Six Flags Media Networks.

"Now families can enjoy their favorite Mars brands while creating special memories at these fantastic theme parks," said Todd Lachman, president of Mars Snackfood US. "We are thrilled to greatly expand our partnership with such a strong organization like Six Flags."

"This expansion of our relationship with a valued partner and trusted brand like Mars speaks volumes," said Mark Shapiro, Six Flags President and CEO. "Our parks are delivering affordable, family-friendly entertainment that's resonating with consumers in today's challenging economy, and companies like Mars clearly recognize the value and unique experiential marketing vehicles that are available inside our gates."

The sponsorship will provide Mars Snackfood US with brand exposure, including signage in the parks, retail promotion and co-marketing benefits, in-park sales of confections and ice cream products and the opportunity to sell licensed M&M'S Branded merchandise in three Six Flags Theme Parks.

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