The 2023 BMW Dallas Marathon Festival Announces Two-Year Partnership Extension with Troy Aikman’s EIGHT Elite Light Lager

May 17, 2023

DALLAS– /ENDURANCE SPORTSWIRE/ – The 2023 BMW Dallas Marathon Festival is delighted to announce the two-year extension of its successful partnership with EIGHT Elite Light Lager, a Texas beer brand founded by the iconic Dallas Cowboys legend Troy Aikman. This renewed collaboration will continue to elevate the marathon experience and provide participants with a taste of excellence.

“We are excited to continue our partnership with EIGHT for an additional two years,” said Paul Lambert, president of the BMW Dallas Marathon Festival. “The tremendous success we achieved as first-time partners last year demonstrated the power of bringing together runners, families and friends to celebrate their accomplishments during the festival weekend. With EIGHT by our side, this year’s event promises even more energy and excitement, motivating runners to reach the finish line and savor a well-deserved, refreshing beverage.”

EIGHT’s momentum validates that Texans are on board when it comes to choosing products with better ingredients than what’s on the market today and standing behind brands with a purpose. Within the last 12 months, EIGHT has set a record as the fastest independent beer launched in Texas. They have achieved the #1 spot of Best-Selling New Independent beer and is available statewide in 50 percent of Texas grocery stores, numerous bars and other establishments.

“We’re thrilled to be partnering with the BMW Dallas Marathon Festival for another two years,” said Troy Aikman, EIGHT founder. “We enjoyed cheering on all the runners throughout the festival weekend and raising a cold one post-race. We’re looking forward to seeing all the incredible athletes back this year.”

EIGHT will be featured throughout festival weekend, which will be held Dec. 8-10 and consist of a two-day Health & Fitness Expo and 12 events including the Marathon, Half Marathon (running and walking), 50K Ultra Marathon, 5-Person Marathon Relay and the 2-Person Half Marathon Relay occurring on Sunday, Dec. 10. In addition, the festival weekend will feature a variety of races including a 10K, 5K (running and walking), 5K Team Challenge, Kid’s 100-Yard Dash, Oncor Kid’s Race, and the Friday Night Lights Mile, all of which will benefit Scottish Rite for Children.

Race participants will be able to sample EIGHT again this year and grab some branded gear at the Health & Fitness Expo inside the Kay Bailey Hutchinson Dallas Convention Center prior to and throughout race weekend. Complimentary EIGHT will also be available post-race to runners, 21 years of age and older, and available for sale to the public.

For more information about the 52nd BMW Dallas Marathon Festival, please visit runDallas.com. For interviews with EIGHT co-founders, Doug Campbell and Ruchi Desai, or with BMW Dallas Marathon Festival President Paul Lambert, please contact Anna Clark at Anna.Clark@hck2.com or at (214) 597-0367.

About runDallas

runDallas is a nonprofit organization with a focus on promoting health and physical fitness through running events and related activities. Dating back to 1971, the organization hosts year-round events culminating with Dallas’ largest and Texas’ longest running marathon: the BMW Dallas Marathon Festival. Now in its 52nd running, the marquee event, with 12 event distances to select from throughout the weekend of events, attracts runners and walkers from across the globe and tens of thousands of spectators to Dallas’ largest single-day sporting event. The organization is also comprised of 15 volunteer board members with various backgrounds and running experiences that help carry out the mission of runDallas as well as support the growth and impact of the runDallas portfolio of events in the Dallas-Fort Worth community. The BMW Dallas Marathon Festival course highlights iconic Dallas landmarks and is recognized as the official marathon of the City of Dallas. Since naming a primary beneficiary in 1997, the festival has donated more than $4 million to Scottish Rite for Children. For more information, visit runDallas.com.


NO SHORTCUTS. NO EXCUSES. EIGHT Elite Light Lager is a beer brewed for those who never settle. Founded by Troy Aikman, EIGHT is a clean, refreshing lager brewed with 90 calories, 2.6g carbs, all organic grains and no added adjuncts, fillers, or preservatives. Because we do one thing is how we do everything-whatever you’re after; cheers to the chase. Proudly based in Austin, TX, with a mission beyond the bar, EIGHT is committed to giving back 1% of all revenue to Texas-based causes that work tirelessly to make healthy living accessible to all. For more information, please visit www.eightbeer.com. Follow us on social media @drinkeightbeer. ENJOY RESPONSIBLY

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Anna Clark

(214) 597-0367