Mountain Dew has made a major play in the energy drink market with its sponsorship of Dale Earnhardt, Jr.’s #88 Hendrick Motorsports Amp/ National Guard Chevrolet. Mountain Dew saw over $15.6 million in exposure from its Earnhardt exposure. (break) Amp was also the title sponsor of the October 5 race from Talladega Superspeedway which delivered over $4.8 million in value. All told for the 2008 Sprint Cup Series Mountain Dew/ Amp received over $28.6 million in exposure.

Click on Amp Album to see samples.