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. In 2008 it expanded to add a "Winter Dew Tour", comprising snowboarding and snow skiing competitions. It is ""the most watched and attended action sports event in the world,"" according to Transworld Snowboarding magazine. In coordination with its Dew Tour sponsorship, a sponsored television show entitled "Mountain Dew's Green Label Experience" premiered on Fuel TV in July 2010, for the primary purpose of broadcasting interviews with action sports athletes from each of the stops on the Dew Tour.