Nathan's Famous International Hot Dog Eating Contest Is Now America's Event

Nathan’s Hot dog eating competition Wall of Fame by David Shankbone (Photo credit: Wikipedia)

For one day every year, the spotlight shines bright on Major League Eating, the governing body of 50 to 60 competitive eating events. Today marks the 99th annual Nathan’s Famous International Hot Dog Eating Contest.

The event is staged in Brooklyn’s Coney Island and is Major League Eating’s ‘Super Bowl’, so to speak. What was once an event that turned out fewer than 50 spectators and non-existent media coverage in the late 1980s has transformed itself into a national spectacle. Now, roughly 35,000 people grace the boardwalk in Brooklyn to witness the event.

“Hot dogs on the Fourth of July in America — and you tell me, what’s better?” asked George Shea, CEO of Major League Eating. 

In the late 1990s and early 2000s, the Japanese dominated the contest as Takeru Kobayashi captured six consecutive Mustard Yellow Belts from 2001-06. According to Shea, the rivalry with the Japanese elevated the Fourth of July event into the national conversation.

“In 2004, ESPN now was doing the exclusive broadcast live. That was amazing. It was a tribute to the cultural significance of the contest,” Shea said. “Nathan’s is by far and away our biggest and our best and the greatest contest that we do.”

Previously, companies like Pepto-Bismol and Gold’s Mustard have partnered with Major League Eating as secondary sponsors of the Nathan’s contest. This year, Nathan’s will be the only sponsor affiliated with the event.

Major League Eating along with Shea Communications — a public relations company managed by George and his brother Richard — recently solicited a media report to determine the hot dog eating contest’s reach with its fans and consumers.

The findings were staggering as the report found that the event resulted in a billion consumer impressions in the United States alone, meaning that nearly every single radio and television station and its affiliate commented on it in some capacity.

“It’s the Fourth of July, it’s New York City. …It’s an electrifying environment. It’s something you would never expect for an eating contest,” said fan favorite Joey Chestnut, who is vying for his eighth consecutive title. “You go to that contest one time as a competitive eater and you have to go back. It’s that addictive of a contest. Now, it’s been embraced by America.”

Chestnut, 30, participates in roughly 25 eating contests every year, and according to Shea, earns $200,000-plus in event purses, appearance fees and other sponsorship income. Considering there is only $400,000 – 500,000 worth of prize money on the Major League Eating circuit, most individuals cannot earn a living exclusively by participating in events.

The eater formerly known as “Jaws”, who has been a competitor for nine years, is the exception.

“Joey is the greatest eater in our sport and the greatest champion, without any question,” Shea said of the San Jose, California native. “He has meant so much to us as a partner and a champion. This is about America, the Fourth of July; it’s about corporate branding, and it’s about sports.” 

culled from: Forbes