Muscular Dystrophy Association: The MDA Labor Day Telethon was an annual telethon held on Labor Day in the United States to raise money for the Muscular Dystrophy Association (MDA). 7 Up was the telethon's first corporate sponsor, in which they would raise money through special promotions and issue cheques in installments with multiple stage appearances used as advertising during telethon. 7 Up was also the longest corporate sponsor (under current owner Dr Pepper Snapple Group), supporting the telethon since 1974.