Mountain Dew signs on as title sponsor for Winter Dew Tour
Participating in this sponsorship deal:
About Sponsor:
Mountain Dew is a citrus-flavored carbonated soft drink brand produced and owned by PepsiCo. The original formula was invented in the 1940s by two Tennessee beverage bottlers, Barney and Ally Hartman, and was first marketed in Marion, VA, Knoxville and Johnson City, Tennessee. A revised formula was created by Bill Bridgforth in 1958. The Mountain Dew brand and production rights were acquired by the Pepsi-Cola company in 1964, at which point its distribution expanded more widely across the United States.
About Property:
The Dew Tour was launched by Alli Sports, now a division of NBC Sports Group, in 2004. Each Dew Tour stop provides a different mix of sports and disciplines. Over the past six months, Alli Sports and Mountain Dew - reinforcing a long-standing commitment to the action sports community - have held panels with athletes, agents and industry veterans to determine the best way to progress the sports and elevate sports’ stars and the competitions. Open communication led to the development of the new model of the Dew Tour, as participants expressed their ideal courses, disciplines, formats and overall event authenticity.