Ascension Seton Austin Marathon, Half Marathon, and 5K

What Ascension Seton Austin Marathon, Half Marathon, and 5K does

The Ascension Seton Austin Marathon, Half Marathon, and 5K is a large-scale annual running event held in Austin, Texas, founded in 1992 and ranked as the 25th largest marathon in the United States. The event is produced by High Five Events, a privately held event production company founded in 2003 that also owns the 3M Half Marathon and other leading Texas endurance events. The Austin Marathon offers three race distances — a full marathon (26.2 miles, field capped at 10,000), half marathon (13.1 miles, capped at 17,000), and 5K (capped at 3,000) — and attracted 18,000+ runners from 25 countries and all 50 states in 2026, with ~30,000 expected in 2027. The supporting technology stack is fully outsourced: EventDog handles registration and bib management, RunFar provides chip timing and results, RTRT.me powers real-time athlete tracking, FinisherPix delivers professional course photography, FloTrack streams live elite coverage to over 1,000,000 viewers, and a GoodBarber-based mobile web app supplies course maps, runner tracking, and push notifications.

The business model combines per-participant registration revenue, a tiered corporate sponsorship stack (Ascension Seton as title sponsor, Moody Foundation, PNC Bank, FloTrack, FinisherPix, BPN, Meanwhile Brewing, Good Good, and others), ancillary photo sales through FinisherPix, and proceeds-based beneficiary relationships — notably the Paramount Theatre for the 5K. Distribution is direct-to-consumer via the EventDog registration platform, supplemented by charity team recruitment through Austin Marathon Gives (which has raised over $5.5 million for Central Texas nonprofits over 10 years), corporate team bulk-payment invoicing, the Run Forward accessibility program launched in 2023, and FloTrack's national media reach. Sponsorship and registration revenue are the primary economic engines; the parent High Five Events portfolio across five Texas events provides operational scale leverage.

Name

Ascension Seton Austin Marathon, Half Marathon, and 5K

Legal name

Austin Marathon

Website

https://youraustinmarathon.com

Company type

Private

Founded year

1992

Operating status

Operating

Short description

The Ascension Seton Austin Marathon is an annual Austin, Texas running event founded in 1992, offering marathon, half marathon, and 5K races, and serving ~18,000-30,000 recreational, competitive, corporate, and charity-affiliated runners through registration fees and corporate sponsorships.

Ownership category

akta.pro rank

Product category

Endurance Running Events

NAICS

Spectator Sports (71121), Promoters of Performing Arts, Sports, and Similar Events (7113)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Road Running Events (Marathons, Half Marathons, 10K/5K) (MPAKAIAA)

akta.pro secondary industry

Mass Participation Race Organizers (Runs, Triathlons, Cycling) (MPAKADAD)

Keywords

• Road race events
• Marathon race organization
• Endurance running events
• Charity running programs
• Corporate wellness events

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Infrastructure, Supply Chain, Technology or R&D

Revenue model

1. Race Registration Fees: Participants pay registration fees to participate in the Marathon (26.2 miles), Half Marathon (13.1 miles), or 5K events. Registration is managed through EventDog. Field size limits: 10,000 for marathon, 17,000 for half marathon, 3,000 for 5K. Deferred/transfer options available via the platform.
2. Corporate Sponsorships: Corporate sponsors (Ascension Seton as title sponsor, PNC Bank, Moody Foundation, Meanwhile Brewing, Good Good, SPIbelt, FinisherPix, Fogo de Chão, BPN, Spurs, Austin Sports Commission, Force of Nature, and others) pay to associate their brand with the event. Sponsorship packages include brand visibility at expo, on-course signage, naming rights, digital marketing, and booth presence at the finish line festival.
3. Official Race Photography Sales: FinisherPix sells professional race photos and pre-purchased photo packages to participants. Photos are bundled with event-themed commemorative frames and uploaded within 48 hours post-race.
4. Charitable Fundraising Platform: Austin Marathon Gives connects runners with nonprofit organizations for peer-to-peer fundraising. The program has raised over $5.5 million for Central Texas nonprofits over 10 years. The Run Forward Initiative provides donated entries to those with financial need.
5. 5K Beneficiary (Paramount Theatre): The Austin Marathon 5K benefits the Paramount Theatre, with proceeds supporting the theatre's operations and community programming (200,000+ annual audience members, 250+ performances per year).

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

The Austin Marathon, Half Marathon, and 5K is a large-scale annual road running event held in downtown Austin, Texas, offering three race distances — a 26.2-mile full marathon (capped at 10,000 runners), a 13.1-mile half marathon (capped at 17,000), and a 5K (capped at 3,000) — all finishing near the Texas State Capitol. The event is bundled with on-course live music at 22+ points, professional timing and tracking, official photography, a finish line festival, a charity fundraising program, and a pre-race Health & Fitness Expo at Palmer Event Center.

Product overview

The Ascension Seton Austin Marathon, Half Marathon, and 5K is a major annual running event held in Austin, Texas. The core offering consists of three race distances: the Austin Marathon (26.2 miles, limited to 10,000 runners), Austin Half Marathon (13.1 miles, limited to 17,000 runners), and Austin Marathon 5K (limited to 3,000 runners). The event is produced by High Five Events and operates as a running social event with extensive supporting services including athlete tracking via RTRT.me, official photography through FinisherPix, and live streaming via FloTrack. Additional offerings include charity programs (Austin Marathon Gives and Run Forward Initiative), team registration with perks, elite athlete program, Health & Fitness Expo, finish line festival, and live music along the course. The event attracts 18,000+ runners from 25 countries and all 50 states, with over 75,000 expo visitors and 100,000 spectators.

Differentiator

Problem solved

Functional benefit

Brands

• Austin Marathon Gives: The official charity program of the Austin Marathon, presented by The Moody Foundation, connecting nonprofit organizations with runners who want to fundraise and make a difference.
• Run Forward Initiative

Products and services

• Official Race Photography (FinisherPix)
• Team Registration Program
• Elite Athlete Program
• Austin Marathon (Full Marathon, 26.2 miles)
• Austin Half Marathon (13.1 miles)
• Austin Marathon 5K
• Austin Marathon Gives (Charity Program)
• Run Forward Initiative
• Health & Fitness Expo

Quantifiable outcome

• Over $5.5 million raised for Central Texas nonprofits over 10 years through Austin Marathon Gives
• +5 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature4 records

Partnerships

16 partnerships are on record, tiered flagship, core and minor.

• Ascension SetonflagshipStrategic or Co-development Partner · 1 January 2027Ascension Seton serves as the title sponsor of the Austin Marathon, Half Marathon, and 5K. As Ascension Seton non-profit hospitals, Dell Children's and other Ascension Seton hospitals benefit through the Austin Marathon Gives charity program. The partnership integrates healthcare and community wellness with endurance sports.
• The Moody FoundationcoreStrategic or Co-development Partner · 1 January 2027The Moody Foundation presents the Austin Marathon Gives charity program, which has raised over $5.5 million for Central Texas nonprofits over 10 years. The Moody Foundation was established in 1942 and has pledged over $2.5 billion in grants throughout Texas.
• PNC BankcoreStrategic or Co-development Partner · 1 January 2027PNC Bank presents the Health & Fitness Expo and Packet Pick Up. Sponsors receive prominent branding at the expo venue (Palmer Event Center) and throughout the event weekend, including a dedicated sponsor logo on the Austin Marathon 5K course photos.
• FinisherPixcoreStrategic or Co-development Partner · 1 January 2027FinisherPix is the official race photographer for the Austin Marathon. Their photographers are strategically placed along the course and at the finish line, capturing personalized race photos with event-themed commemorative frames.
• Meanwhile Brewing Co.minorGTM or Marketing Partner · 1 January 2027Meanwhile Brewing Co. sponsors the Meanwhile Beer Garden at the Finish Line Festival, serving Darlin' Texas Lager and N/A Hop Water to participants 21+.
• Good Good (Jams & Spreads)minorGTM or Marketing Partner · 1 January 2027Good Good provides jams and spreads as a sponsor. Participants receive a jar of Good Good Jam at the Jam Bar right after picking up their bib at the expo.
• SPIbeltminorChannel Partner/ Reseller/ Distributor · 1 January 2027SPIbelt is an official sponsor providing a 10% discount on custom SPIbelts for teams with 10+ members. Teams can order a minimum of 5 custom belts with team branding.
• Paramount TheatrecoreStrategic or Co-development Partner · 1 January 2027The Austin Marathon 5K benefits the Paramount Theatre. As one of Austin's first and most iconic theatres, the Paramount hosts 200,000+ annual audience members and 250+ performances per year, providing performing arts access to over 20,000 underserved youth annually.
• BPN (Sports Nutrition)coreStrategic or Co-development Partner · 1 January 2027BPN provides electrolyte hydration (BPN hydration) at all 22 marathon aid stations and 9 half marathon aid stations, and BPN Go Gel zones at miles 9 and 20 on the marathon course. BPN was the 3rd largest team in 2026 with 105 members.
• Austin Sports CommissioncoreStrategic or Co-development Partner · 1 January 2027The Austin Sports Commission partners with the Austin Marathon to promote the event as a key sports tourism draw for the city, positioning Austin as a destination for runners and spectators.
• RunFar (Official Timer)coreTechnology or Integration · 1 January 2027RunFar provides official race timing and results for the Austin Marathon, managing chip timing systems and maintaining the results database. Contact: [email protected].
• Fogo de ChãominorGTM or Marketing Partner · 1 January 2027Fogo de Chão, a Brazilian steakhouse restaurant chain, is a sponsor of the Austin Marathon, providing brand visibility at the expo and finish line festival.
• EventDogcoreTechnology or Integration · 1 January 2027EventDog is the official online registration platform for the Austin Marathon, managing all race registrations, bib assignments, wave corrals, and timing chip distribution. It also powers team captain management and registration change requests.
• High Five Events (Parent Company)flagshipStrategic or Co-development Partner · 1 January 2027High Five Events is the privately owned event production company that produces the Austin Marathon. Founded in 2003 with a single triathlon, it has grown to become one of the largest privately owned event production companies in the U.S., owning 5 of the top athletic events in Texas including Austin Marathon and 3M Half Marathon.
• FloSports (FloTrack)coreStrategic or Co-development Partner · 1 January 2026FloTrack provides live video streaming coverage of the Austin Marathon and Half Marathon, reaching over 1,000,000 viewers. FloSports is an innovator in live event streaming with exclusive coverage for over 25 different sports and 200,000+ live competitions.
• Dell Children's Medical CenterflagshipStrategic or Co-development Partner · 1 January 2026As Ascension Seton's nonprofit hospital, Dell Children's is the official Austin Marathon Gives charity partner and was the largest team in 2026 with 242 registered runners. Dell Children's is the only Level I Trauma Center serving 46 counties, with 69% of services for un/under-insured children.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Houston Marathon: Major Texas mass-participation marathon with similar field size, charity platform, and elite runner program. Closest direct geographic competitor for Texas-based amateur runners and sponsors.
• 3M Half Marathon: Sister event produced by the same parent company (High Five Events) in Austin. Operates on a nearly identical operational and sponsorship model, providing a direct cross-event monetization comparison.
• BMW Dallas Marathon: Another large Texas mass-participation road running event with multi-distance offerings and corporate title sponsorship. Comparable in scale, charity fundraising, and consumer target market.
• Marine Corps Marathon: One of the largest U.S. marathons with similar amateur/competitive runner mix, charity integration, and live entertainment. Comparable in scale (~30K runners) and operational complexity.
• Rock 'n' Roll Marathon Series: Nationally branded mass-participation running event series with strong entertainment integration. Comparable in GTM (themed course entertainment, festival finish) and amateur-runner target market.
• Walt Disney World Marathon: Themed destination marathon with strong sponsor ecosystem and multi-distance offerings. Comparable in destination-event positioning, family-friendly 5K, and entertainment-driven value proposition.

Broad incumbents

• Boston Marathon: The most prestigious U.S. marathon, operated by the B.A.A. Significantly larger and more established than Austin, but comparable as a Boston Marathon qualifier and AbbottWMM-eligible mass-participation event.
• TCS New York City Marathon: The largest U.S. marathon with much greater scale. Comparable as a major mass-participation road race with corporate title sponsorship and global media reach, but operates at a fundamentally larger scale and brand tier.
• Bank of America Chicago Marathon: One of the six World Marathon Majors with substantially larger field and sponsor profile. Comparable in mass-participation model and AbbottWMM qualification status but at a higher competitive and commercial tier.
• IRONMAN: Global endurance event production company with a broader portfolio than High Five Events. Comparable as a mass-participation endurance event operator with global media reach, but covers triathlon/multisport rather than road running.

Market position

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/AustinMarathon
• YouTubevimeo.com/austinmarathon
• Facebookfacebook.com/AustinMarathon
• Instagraminstagram.com/AustinMarathon

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Ascension Seton Austin Marathon, Half Marathon, and 5K