Rayovac and Six Flags Announce Strategic Alliance

Middleton, WI - September 1, 2010

Rayovac Named the Official Battery of Six Flags

Rayovac and Six Flags today announced a strategic partnership naming Rayovac the official battery of Six Flags theme parks. As a Six Flags corporate alliance partner, the companies will collaborate on a wide array of in-park marketing initiatives throughout the multi-year deal. “Six Flags shares our passion for powering fun so this partnership is an ideal fit for the brand,” said Kent Klagos, Division Vice President for Rayovac Marketing. “We’re thrilled to welcome this worldwide leader in fun family entertainment to our cadre of strategic partners, all of whom uniquely authenticate our position as the official battery of fun.”

More Power More Fun
As part of the multi-faceted partnership, Rayovac is the exclusive supplier of batteries sold at the parks. The Rayovac-Six Flags deal also includes a wide assortment of advertising exposure including continuous creative on the Six Flags television network, digital menu boards, jumbotron, online media outlets and ticket jackets as well as sponsor signage throughout the parks. Additionally, a branded, entertainment-focused spot featuring a car race powered by Rayovac will be included in the ad rotations at a variety of the parks’ top attractions. In-park marketing activities such as couponing days and a host of other creative tie-ins are also part of the partnership.

Rayovac will also headline Six Flags’ special events such as the popular Fright Fest and Holiday in the Park with increased media exposure. The multi-dimensional partnership also uniquely empowers the Rayovac brand to capitalize on the sponsorship to create customized account-specific retail sales promotions and ticket offers.

“We’re excited to add Rayovac’s legendary battery brand to our roster of blue chip brand partners. In turn, Six Flags’ portfolio of strategic media platforms will seamlessly allow Rayovac’s core brand messaging of value and fun to engage the varied demographic audience that populates our theme parks across the country,” said Lou Koskovolis, EVP Corporate Alliances, Six Flags Media Networks.

About Rayovac
Rayovac is a trusted brand of Spectrum Brands Holdings, Inc., a top manufacturer of consumer batteries in the United States and Latin America. Spectrum Brands Holdings, Inc. is a global consumer products company and a leading supplier of batteries, shaving and grooming products, personal care products, small household appliances, specialty pet supplies, lawn & garden and home pest control products, personal insect repellents and portable lighting. Helping to meet the needs of consumers worldwide, included in its portfolio of widely trusted brands are Rayovac®, Remington®, Varta®, George Forman®, Black&Decker Home®, Toastmaster®, Tetra®, Marineland®, Nature’s Miracle®, Dingo®, 8-in-1®, Littermaid®, Spectracide®, Cutter®, Repel®, and HotShot®. Spectrum Brands’ products are sold by the world’s top 25 retailers and are available in more than one millions stores in more than 120 countries around the world. Spectrum Brands’ businesses generate annual revenue from continuing operations in excess of $3 billion.

About Six Flags Media Networks
Six Flags Media Networks provides the advertising community with comprehensive, multi-platform media opportunities via its media touch points that go far and beyond that of traditional advertising. For its local, regional and national advertising partners it offers: Six Flags Television Network, Six Flags Radio, Six Flags Print, Six Flags Outdoor, Six Flags Outdoor Spectacular, Six Flags Attraction Integration, Six Flags Experiential Marketing and Six Flags Online. Six Flags Television Network is part of Six Flags’ dedicated digital out-of-home division, launched this past April to provide advertisers with integrated marketing programs incorporating all digital assets and increased opportunities and new platforms to reach a captive and engaged audience of 25 million-plus guests who visit its 19 theme parks. The company’s collective digital assets will deliver nearly 100 million annual impressions, with approximately 20 million per month during the peak summer season — making it a leader in the digital-out-of-home advertising and entertainment space. Six Flags Media Networks is a division of Six Flags Entertainment Corporation.

About Six Flags Entertainment Corporation
Six Flags Entertainment Corporation is a publicly-traded corporation headquartered in New York City and is the world’s largest regional theme park company with 19 parks across the United States, Mexico and Canada.