 Sponsorship of action sports athletes has been a part of Mountain Dew marketing since the late 1990s, with present sponsorship including Eli Reed (skateboarder), Paul Rodriguez (skateboarder), and Danny Davis (snowboarder).Mountain Dew also sponsors its own namesake festival, "The Dew Tour", which is an action sports tour made up of events held in five U.S. cities over several months.The first Dew Tour was held in the summer of 2005 with events in skateboarding, BMX and Freestyle Motocross.