Olé Cocktail Co. Expands its ASICS LA Marathon Partnership with Multi Year Deal

Olé Cocktail Co. is doubling down on the ASICS Los Angeles Marathon, extending its role as an official partner in a new multi year deal that ties the ready to drink tequila brand even closer to L.A.’s largest community sporting event.

Partnership enters new phase

At the ASICS Los Angeles Marathon Lifestyle Expo at Dodger Stadium on March 6 to 7, Olé will host an Olé Your Way brand experience where runners and supporters aged 21+ can sample its cocktail style mocktails, giving the brand a clear pre race, non alcoholic touchpoint with the local running community. The space is framed as a high energy social hub rather than a traditional sampling booth, aligning the brand with the social side of training and race weekend.

From expo to finish-line celebration

Post race on March 8, finishers aged 21+ will be able to celebrate with Olé’s ready to drink canned tequila cocktails inside the official Finisher Beer Garden at Westfield Century City, with flavors like Paloma, Chili Mango, Margarita and Strawberry Margarita offered as a convenient, premium way to toast their 26.2 mile effort. The brand highlights its use of real Blanco tequila from Mexico, real fruit juice and agave nectar to deliver a bartender style cocktail in canned form.

Voices behind the deal

Karen O’Connell, Head of Sponsorship for The McCourt Foundation and ASICS Los Angeles Marathon, said Olé has become synonymous with the event’s celebratory spirit and that locking in a multi year agreement ensures runners can look forward to a consistent, high quality experience whether they are tasting at the Expo or celebrating at the finish line.

Tracey Sivak, Vice President and General Manager, Mark Anthony Ventures (parent of Olé Cocktail Co.), said, “Whether it’s a refreshing tasting Paloma mocktail at the Expo or raising a Chili Mango tequila cocktail at the finish line, Olé is proud to be part of the moments that bring runners together. Extending this partnership reflects our long-term commitment to supporting active communities and redefining how people celebrate”. 

Platform for impact and growth

The partnership sits within a broader mission for The McCourt Foundation, which owns and produces the ASICS Los Angeles Marathon and uses its events to raise funds for neurological research and more than 125 nonprofit charity partners, having generated over $76 million for charities to date. For Olé, the renewed deal also supports its national expansion from April 2026, when the brand says it will become available across the U.S., using marathon weekend as a flagship platform to reach active lifestyle consumers who care about both performance and how they unwind.