When Troy Aikman was drafted first overall in 1989, few could have predicted the layers his post-football legacy would take. Sure, he won three Super Bowls and eventually joined the Monday Night Football booth—but off the field, Aikman’s attention to detail has always bordered on obsessive. Teammates once joked that he’d eat the same grilled chicken-and-broccoli meal for weeks straight, just to stay on schedule. That same discipline now shows up in an entirely different arena—and it’s not broadcasting. It’s branding.

Pro Football Hall of Famer and Dallas Cowboys legend Troy Aikman made headlines this week with a stylish update for his clean-label beer brand, EIGHT Elite Light Lager. The announcement? A brand-new slim can just in time for the 2025 summer season. “Whether you’re at the lake, the golf course, or a backyard cookout, the slim can is designed to go where our drinkers go,” said David Reny, CEO of EIGHT Brewing Co. “It’s a sleek, elevated package for a beer that doesn’t cut corners.”

The new look is a strategic push into a competitive space dominated by brands like Michelob Ultra and Bud Light. But EIGHT is trying to win on authenticity. With just 90 calories, 2.6 grams of carbs, 4.0% ABV, and no additives or sweeteners, the beer is brewed with three simple ingredients—water, malt, and hops.

Aikman, who co-founded the brand in 2022, has insisted from day one that EIGHT would be “a beer built for people who care about what they put in their bodies.” Unlike many competitors that use corn syrup or rice, EIGHT skips shortcuts—and that’s the entire pitch.

Fun fact: Aikman’s Locker-Room Fuel? To match his clean-beer ethos, Troy Aikman once told Men’s Journal that he avoids bread, cheese, and sugar—and even does intermittent fasting. “No cheat days,” he emphasized. “Not on my schedule.” The man doesn’t just sell lean beer—he lives it.

The company continues to expand distribution across Texas and Oklahoma, tapping into a demographic of health-conscious consumers who still want to crack open a cold one. And Aikman’s recent Instagram story showing off the new can design confirmed he’s still at the helm, blending Hall of Fame legacy with business savvy. Aikman didn’t just make strides with his beer business; he also reached out with a supportive message to another NFL entrepreneur.

Aikman backs up another NFL entrepreneur, Russell Wilson

While his own beer brand continues to grow, Aikman also threw his support behind a fellow quarterback turned businessman—Russell Wilson. On Instagram, Aikman congratulated entrepreneur Kenny Dichter, Wilson’s long-time business partner, for launching REAL JET, a new private aviation venture.

Wilson, now with the New York Giants, has been aligned with Dichter for years. From co-founding the COVID-era ‘Meals Up’ initiative to promoting Wheels Up back in 2015, their partnership runs deep. This month, Wilson celebrated Dichter’s launch of REAL JET by sharing an Instagram story. He re-shared a post from Real Jet that read, “Kenny Dichter Returns to Private Aviation with the Launch of REAL JET,” tagging @kennydichter and @flyrealjet, complete with three flying emojis. The background track? Lenny Kravitz’s Fly Away. Soaring vibes all around for Wilson’s 5.6 million followers. It’s an effortless shoutout that sends a clear message: Wilson has his people’s backs when they take off… quite literally.

“Congratulations @kennydichter,” Aikman wrote, sharing a repost from @realslxofficial, which labeled Dichter “the visionary entrepreneur.” That subtle shoutout underlines the respect between two NFL entrepreneurs navigating new airspace—literally and figuratively. Aikman, of course, has his own track record of business ventures. In addition to EIGHT, he’s been a minority owner in the Padres, co-owned a NASCAR team with Roger Staubach, and even ran a string of successful car dealerships.

What ties it all together isn’t just smart investments—it’s the mindset. For Aikman, the launch of a new can isn’t just packaging—it’s positioning. For Wilson, flying with REAL JET isn’t just transportation—it’s legacy-building. In both cases, football legends (well, one legend and one in the making) are reminding us they’re still calling plays—just now in boardrooms instead of huddles.