Theme-park operator Six Flags Inc. said Tuesday it entered a multiyear sponsorship and marketing alliance with food and household goods maker Sara Lee Corp.

Under the agreement, Sara Lee Food & Beverage and Sara Lee Foodservice will become Six Flags corporate alliance partners. Sara Lee's Ball Park brand will also become the official Six Flags hot dog, making the product available in all U.S. Six Flags parks for the first time.

Sara Lee Food & Beverage and Six Flags will collaborate on cobranded marketing initiatives both in-park and on grocers' shelves.

The deal allows several joint promotional opportunities, includes sweepstakes and sponsorships.

Sara Lee's other brands include Jimmy Dean sausages and Sara Lee breads and desserts.

Shares of Six Flags added 22 cents, or 3.8 percent, to $6.03 in afternoon trading on the New York Stock Exchange. Over the past 52 weeks, the stock has traded between $4.53 and $10.89.

Sara Lee gained 13 cents to $16.55 on the NYSE.