NFL star Travis Kelce is diving into the world of theme park investment, and he’s not just looking for thrills on the football field. Kelce, along with activist investor Jana Partners and other business executives, has accumulated a significant 9% economic interest in Six Flags Entertainment, signaling a potential turnaround for the struggling amusement park operator.

The investor group, which includes consumer executive Glenn Murphy and technology executive Dave Habiger, is strategically positioning itself to engage with Six Flags’ management and board of directors. Their primary goal? To enhance shareholder value and improve the overall visitor experience at the parks.

Six Flags has been facing challenges, with a reported loss of $319.4 million in the first half of the year. Attendance has dropped 9% in the most recent quarter, attributed to factors like poor weather conditions and economic constraints in their operating markets.

Kelce, known for his tight end position with the Kansas City Chiefs, brings a personal connection to the project. Growing up visiting Six Flags parks, he sees this investment as an opportunity to revitalize the brand for future generations. “The chance to help make Six Flags special for the next generation is one I couldn’t pass up,” Kelce stated.

The market has responded positively to the news, with Six Flags’ shares surging 17.7% on the announcement and gaining an additional 5.1% in after-hours trading. Despite this recent boost, the company’s stock remains down approximately 47% for the year.

This strategic move highlights a growing trend of athletes and investors looking beyond traditional sports investments to diversify their portfolios. For Kelce, it’s not just about financial returns but also about preserving and enhancing a cherished entertainment experience.

As the investor group begins its engagement with Six Flags’ leadership, industry watchers are keenly observing how this partnership might transform the amusement park’s future and potentially reverse its current downward trajectory.