H-E-B Named Official Grocery Store of the 2026 Ascension Seton Austin Marathon

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The Beloved Texas Retailer will Support Runners by Providing Nutritional Snack Bags

The Ascension Seton Austin Marathon, Half Marathon, & 5K announced that H-E-B has been designated the official Grocery Store of the 2026 event. The partnership formalizes H-E-B’s commitment to supporting the health and wellness of the Central Texas community and thousands of participants. This major annual endurance event is scheduled to take place on Sunday, February 15, 2026, celebrating its 35th anniversary throughout the streets of Austin, Texas. 

As an official partner, H-E-B’s primary role will involve supplying post-race snack bags for all participants immediately following their finish line crossing. This crucial finish line support will offer necessary nutrition items designed to aid runners immediately following their 26.2-mile, 13.1-mile, or 3.1-mile efforts. The Ascension Seton Austin Marathon continues to be a premier running event, attracting tens of thousands of participants annually to the Texas capital.

This sponsorship highlights the Austin Marathon’s dedication to collaborating with strong, local brands that prioritize participant experience. The collaboration aims to elevate the finish line experience, reinforcing the event’s reputation for high-quality logistics and runner care.

 “Partnering with H‑E‑B aligns the Austin Marathon with a Texas icon known for quality and community. From the finish line snack bag to race‑weekend touchpoints, H‑E‑B helps us care for runners when it matters most and strengthens what makes this event uniquely Austin.” – Megan Frausto, Partnership Manager

 

 

About the Ascension Seton Austin Marathon®: Since its inception in 1992, the Austin Marathon® has emerged as a world-class running event, attracting participants from all 50 states and over 50 countries. With a course that spans every quadrant of this dynamic city, offering a festive atmosphere with live music throughout, the marathon culminates in a vibrant finisher party. The event also serves as a powerful force for good, raising hundreds of thousands of dollars annually for various non-profit organizations. The Austin Marathon elevates Presidents Day weekend into a grand showcase of athleticism and community spirit, making it a bucket-list event for athletes, enthusiasts, and supporters from all over the world.

About H-E-B: H-E-B, with sales of more than $50 billion, operates over 455 stores in Texas and Mexico. Known for its innovation and community service, H-E-B celebrates its 120th anniversary this year. Recognized for its fresh food, quality products, convenient services, and a commitment to environmental responsibility and sustainability, H-E-B strives to provide the best customer experience and low prices. Based in San Antonio, H-E-B employs over 175,000 Partners in Texas and Mexico and serves millions of customers in more than 300 communities. For more information, visit heb.com and the H-E-B Newsroom.

Ascension Seton Austin Marathon Announces Partnership with GOOD GOOD®

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GOOD GOOD® Named Official Jam and Goodie Bag Sponsor for Austin’s Premier Running Event.

Austin, Texas, August 22, 2025 – The Ascension Seton Austin Marathon, Half Marathon, & 5K has announced its official partnership with GOOD GOOD®, naming the Austin-based premium jams and spreads brand as the Official Jam of the Austin Marathon and sponsor of the “GOOD GOOD® Goodie Bag” for all participants. This collaboration aims to provide athletes with high-quality, no-added-sugar products, enhancing their race day experience and promoting healthy living within the running community.

We’re thrilled to welcome GOOD GOOD® as a partner of the Austin Marathon, bringing their commitment to healthier, yet still delicious fuel to our runners and community. Together, we’ll celebrate health, energy, and the joy of crossing the finish line with the perfect blend of flavor and performance,” said Megan Frausto, Strategic Partnership Manager of the Austin Marathon.

GOOD GOOD®, known for its premium jams, jellies, and spreads made with non-GMO ingredients and no added sugar was founded in Reykjavik, Iceland, and is now based in Austin, Texas. Through this partnership, all Austin Marathon participants will receive a special GOOD GOOD® Goodie Bag, featuring products to help fuel their training and race day experience. 

“We are beyond excited to partner with the Austin Marathon as the Official Jam Sponsor,” said Gardar Stefansson, Co-founder and CEO of GOOD GOOD®. “After running the Austin Half Marathon in 2025, I was struck by how vibrant, welcoming, and fun this community is — in my opinion, it’s one of the best runs on the planet. As a newly established Austin-based business and resident, we’re proud to support one of the city’s most iconic events. Here’s to running, jamming, and spreading good vibes in 2026.” 

GOOD GOOD® encourages athletes and consumers to discover its wide range of healthy, delicious products. The brand’s offerings can be found first at local Texas retailers such as HEB and Whole Foods Market. Additionally, products are available for purchase online through Amazon and directly from goodgoodbrand.com, providing convenient access for all.

About the Ascension Seton Austin Marathon®: Since its inception in 1992, the Austin Marathon® has emerged as a world-class running event, attracting participants from all 50 states and over 50 countries. With a course that spans every quadrant of this dynamic city, offering a festive atmosphere with live music throughout, the marathon culminates in a vibrant finisher party. The event also serves as a powerful force for good, raising hundreds of thousands of dollars annually for various non-profit organizations. The Austin Marathon elevates Presidents Day weekend into a grand showcase of athleticism and community spirit, making it a bucket-list event for athletes, enthusiasts, and supporters from all over the world.

About GOOD GOOD®:  Born in Reykjavik, Iceland and made in the EU, GOOD GOOD® is a

premium jams and spreads brand. Now based in Austin, Texas, GOOD GOOD® crafts products

with real non-GMO ingredients and no added sugar, delivering nostalgic flavors with a modern

twist for every kind of eater.

BPN Returns as Official On-Course Hydration & Nutrition Partner of the 2026 Ascension Seton Austin Marathon

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Trusted Nutrition Leader BPN to Fuel Marathon, Half Marathon, and 5K Runners with On-Course Support

The Ascension Seton Austin Marathon, Half Marathon, and 5K proudly announces the continuation of its partnership with Bare Performance Nutrition (BPN) as the official on-course hydration and nutrition provider for the 2026 race weekend. Following a successful collaboration in 2025, BPN will once again provide athletes with the high-performance fuel they need to chase their goals through downtown Austin on February 15, 2026.

Founded and headquartered in Austin, BPN is a nationally recognized leader in performance nutrition. As part of the 2026 event, BPN will supply their flagship electrolytes at all 22 on-course aid stations, helping runners stay hydrated and focused from start to finish. Participants will also benefit from BPN’s Go Gels, available at the designated energy zones to deliver mid-race fueling for optimal endurance and energy.

“The Austin Marathon has a special place in my heart. This race led to my love for endurance training and shaped the evolution of Bare Performance Nutrition. Last year, we had the opportunity to fuel the runners on course with our gels and electrolytes. The partnership between the Austin Marathon and BPN just makes sense. We can’t wait to fuel the committed again in 2026. Go One More.” Said Nick Bare, BPN Founder and CEO. 

Throughout the year, BPN and the Austin Marathon team will collaborate on community activations and training support designed to prepare participants physically and mentally for race day. Together, they aim to inspire both new and returning runners to stay consistent and committed in their training journeys.

“We’re thrilled to continue our work with BPN,” said Jack Murray, Owner of the Ascension Seton Austin Marathon. “Their presence on-course makes a real impact for our runners — not just in terms of performance, but in creating a deeper connection to the Austin running community. Both of us being based in Austin makes this partnership even more special.”

The annual President’s Day Weekend event kicks off with a community shakeout run and a two-day Health & Fitness Expo at the Palmer Events Center on February 13–14, 2026. On Sunday, runners will race through Austin’s most iconic neighborhoods and finish at the Texas State Capitol, earning a commemorative belt buckle finisher medal and a celebration worthy of the journey. Registration is open now for all distances.

 

About the Ascension Seton Austin Marathon®: Since its inception in 1992, the Austin Marathon® has emerged as a world-class running event, attracting participants from all 50 states and over 50 countries. With a course that spans every quadrant of this dynamic city, offering a festive atmosphere with live music throughout, the marathon culminates in a vibrant finisher party. The event also serves as a powerful force for good, raising hundreds of thousands of dollars annually for various non-profit organizations. The Austin Marathon elevates Presidents Day weekend into a grand showcase of athleticism and community spirit, making it a bucket-list event for athletes, enthusiasts, and supporters from all over the world.

About BPN: Our vision is to fuel performance and elevate athletic potential. We obsess over equipping people with the highest quality fuel, authentic creativity, and a team of committed people to Go One More. We are a brand for the committed. Those unwavering in the pursuit of their goals — never accepting mediocrity.

Ascension Seton Austin Marathon Extends Partnership with EIGHT Beer for Third Straight Year

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EIGHT Beer Garden Highlights Finish Line Festival Experience for 2025 Runners

The Ascension Seton Austin Marathon, Half Marathon, and 5K® is proud to announce the renewal of its partnership with EIGHT Elite Light Lager for the third consecutive year. EIGHT Beer will once again serve as the Official Beer of the event, providing runners aged 21 and over a celebratory experience at the Finish Line Festival’s EIGHT Beer Garden. The event will take place on President’s Day Weekend, Sunday, February 16, 2025.

We’re excited to team up with the Austin Marathon once again for our third consecutive year. February is our anniversary month, making it the perfect time to join such a legendary event here in our hometown. We’re looking forward to celebrating with all the 21+ runners over a cold EIGHT in our beer garden. As the cleanest light beer on the market—brewed without fillers or preservatives, unlike most mass-market light beers—it’s the perfect post-race refreshment.” – David Reny, EIGHT Beer CEO

This year, participants crossing the finish line can once again celebrate their achievements in the EIGHT Beer Garden. Open to participants aged 21 and over, the EIGHT Beer Garden offers a well-deserved toast with a beer crafted with zero fillers, adjuncts, or preservatives. 

“Our partnership with EIGHT Beer brings an extra level of excitement and camaraderie to the Austin Marathon,” said Jack Murray, co-owner of the Austin Marathon. “It’s about more than crossing the finish line—it’s about celebrating the journey, and EIGHT Beer helps us do just that.”

EIGHT Beer will also be attending the Health and Fitness Expo presented by PNC Bank on February 14 and 15, where attendees can sample their signature light lager and connect with the team behind the brand. The expo, free and open to the public, will take place on Friday, February 14 from 11 a.m. to 7 p.m. and Saturday, February 15 from 10 a.m. to 5 p.m at Palmer Events Center. Brands interested in exhibiting can still register online. 

The Austin Marathon is the ultimate running experience of the year, bringing together the community and Austin’s unique culture. With the finish line framed by the Texas State Capitol, runners celebrate with a true Austin moment as they complete their journey. The course is lined by live music in honor of the city’s status as the Live Music Capital of the World. The celebration continues at the Finish Line Festival, where participants can enjoy a recovery zone, live music stage, EIGHT Beer Garden, photo opportunities, and health and fitness exhibitors. Whether completing the marathon, half marathon, or 5K, every participant earns a belt buckle finisher medal to remember their accomplishment. Participants can register at www.youraustinmarathon.com.

 

About the Ascension Seton Austin Marathon®: Since its inception in 1992, the Austin Marathon® has emerged as a world-class running event, attracting participants from all 50 states and over 50 countries. With a course that spans every quadrant of this dynamic city, offering a festive atmosphere with live music throughout, the marathon culminates in a vibrant finisher party. The event also serves as a powerful force for good, raising hundreds of thousands of dollars annually for various non-profit organizations. The Austin Marathon elevates Presidents Day weekend into a grand showcase of athleticism and community spirit, making it a bucket-list event for athletes, enthusiasts, and supporters from all over the world.

 

About EIGHT: Proudly based in Austin, TX, with a mission beyond the bar, EIGHT is committed to giving back 1% of all revenue to local 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.