Wednesday, September 21, 2022
LocalNewsOnly
MEDIA CONTACT:
Silver Hogue
(214) 697-3113
Silver.Hogue@hck2.com
FOR IMMEDIATE RELEASE
Sept. 20, 2022
The 2022 BMW Dallas Marathon Festival Announces New
Partnership With Troy Aikman’s EIGHT Elite Light Lager
DALLAS (Sept. 20, 2022) – The 2022 BMW Dallas Marathon Festival is raising a glass
to its 51st year by partnering with EIGHT Elite Light Lager, a Texas beer brand
founded by Dallas Cowboys legend Troy Aikman. EIGHT, which launched in February 2022
across Texas, is a light lager brewed with organic grains and no cheap fillers. It’s only 90 calories and 2.6g of carbohydrates per 12oz serving, making it the perfect post-race, better-for-you beer to celebrate the ultimate pursuit of greatness – running a marathon.
“Competitive and recreational races are a wonderful opportunity to bring people
together in the spirit of health, fitness and community,” said Paul Lambert, president of the BMW Dallas Marathon Festival. “We’re so excited about this partnership with EIGHT and are thrilled to be the first major race EIGHT will be sponsoring since its launch. We highly value partnerships with fantastic brands that go the extra mile to offer healthier alternatives to things we greatly enjoy – like ultra-light beer. We think our runners and walkers will love it!”
EIGHT will be featured throughout festival weekend, which will be held Dec. 9-11 and 
consist of a two-day Health & Fitness Expo and 11 events including a marathon, halfmarathon, 50K Ultra-marathon, 2-person half-marathon relay, 5-person marathon relay, 10K, 5K, 5K Team Challenge, Friday Night Lights Mile, and various kids races. The event benefits Scottish Rite for Children.
“The BMW Dallas Marathon Festival is a signature event in Texas and it’s so meaningful to partner with a local brand that shares similar values,” said EIGHT founder Troy Aikman. “Early risers, like the BMW Dallas Marathon Festival runners, are conscious of what they put in their bodies. Options for a light, refreshing beer brewed with organic ingredients and without fillers up until now have been virtually non-existent. Texas runners now have a better-for-you option to enjoy with EIGHT Elite Light Lager.” Aikman said race participants can sample EIGHT 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 51st BMW Dallas Marathon Festival, please visit runDallas.com. For interviews with EIGHT co-founders, Troy Aikman, Doug Campbell
and Ruchi Desai, or with BMW Dallas Marathon Festival President Paul Lambert, please contact Silver Hogue at Silver.Hogue@hck2.com or at (214) 697-3113.
About Dallas Marathon
The Dallas Marathon 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. Now in its 51st running, the marquee event, with 11 event distances to select from throughout the weekend of events, attracts runners from across the globe and tens of thousands of spectators to Dallas’ largest single-day sporting event. The BMW Dallas Marathon 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 Dallas Marathon has donated more than $4 million to Scottish Rite for Children. For more information, visit runDallas.com.
About EIGHT
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 organic grains and no added adjuncts, fillers, or preservatives. Because how 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 that goes 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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