Some partnerships just make perfect sense. Disney X LEGO? That’s a match made in toy heaven. Benson Boone X Crumbl Cookies? We see the vision. But the latest pop culture partnership — Travis Kelce of the Kansas City Chiefs X Six Flags theme parks — is quite the surprise.

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On October 21st, the JANA Partners investment firm announced it is partnering with Travis Kelce (who is currently engaged to Taylor Swift, by the way) to “enhance shareholder value and improve the guest experience” at Six Flags theme parks.

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