“People still ask, ‘Why do you still work out so hard?’ The answer’s simple—because it matters to me. It’s not a secret. Putting in the work is why I’ve succeeded.” That’s how Troy Aikman, one of the greatest quarterbacks in Cowboys history, once summed up his relentless drive. He may have hung up his cleats back in 2001, but 24 years later, Aikman’s commitment to excellence—especially in health and fitness—hasn’t slowed down one bit.

While yoga is a staple in Aikman’s wellness regimen, running ranks right up there. Whether it’s pounding the track or crossing marathon finish lines, the three-time Super Bowl champ doesn’t just run—he inspires others to do it too. And now, he’s made a major announcement that ties his passion to one of Oklahoma’s biggest fitness events. Aikman took to Instagram on April 16 with a story featuring the Oklahoma City Memorial Marathon. The overlay text? Aikman-style simplicity: “Gran and EIGHT at the finish line.” Subtle but powerful.

In the lower corner of the official event graphic, it’s all there in bold: EIGHT—Aikman’s personal light beer brand—is now the proud sponsor of the OKC Memorial Marathon. The annual event, which includes a half marathon, 5K, 10K, and a kids’ run, is set to take place April 26–27. For Aikman, this isn’t just a business move—it’s a rallying cry for participants to celebrate their finish line moment with a crisp, clean EIGHT in hand.

From Quarterback to Brewer: Troy Aikman challenges the $882B global beer market

Founded in 2022, EIGHT Brewing Co. was born out of Aikman’s vision to create a beer that matches his active lifestyle and clean-living values. Built from organic grains and crafted without fillers, syrups, or unnecessary additives, EIGHT Light Lager is everything your average light beer isn’t. At just 90 calories, 2.6g of carbs, and zero compromise on flavor, it’s tailored for the health-conscious crowd that wants to unwind without undoing their hard work.

But Aikman didn’t just launch another beer brand—he took a swing at the global beer industry, worth a staggering $882 billion. In a story posted earlier this April, the Hall of Famer made his stance crystal clear: “We’re building a badge of pride for today’s health-conscious and hard-working light beer drinkers. Most light beers are full of additives, syrups, and fillers. EIGHT isn’t. Just 90 cals, 2.6g carbs, and zero BS. If you care about what goes in your beer, drink the one that’s built better.”

The message was direct. The mission? Disrupt the bloated status quo of big beer and offer a cleaner, smarter alternative for a generation that reads labels and counts macros.

EIGHT’s rise hasn’t been without drama. The brand found itself in a turf war—of sorts—with Baltimore Ravens QB Lamar Jackson, whose own brand, ERA8, shares a jersey-number namesake. Both players leaned into their iconic digits as brand identity, and the trademark dispute ended up in court. As of now, the legal resolution is still pending. But in the meantime, Aikman’s EIGHT has been thriving, especially across Texas and Oklahoma, where the former Cowboy still commands legendary status.

With this latest OKC partnership, Aikman’s playbook is clear: align EIGHT with events that promote health, community, and purpose—values that defined his football career and now drive his entrepreneurial mission. The Oklahoma City Memorial Marathon stands for resilience and remembrance, honoring the lives lost in the 1995 bombing while celebrating the spirit of a united city. Aikman’s presence—and his brand’s sponsorship—adds a meaningful layer. For him, supporting this event isn’t just marketing. It’s a tribute. It’s legacy work. And yes, it’s a nudge for runners to reward themselves, minus the usual post-race beer bloat.

So as April 26 nears, expect more than just sweat and medals at the finish line. Expect EIGHT—a beer with purpose. Aikman’s still putting in the work. Only now, it’s behind the scenes, disrupting billion-dollar industries and showing that even in retirement, No. 8’s still leading the charge.