The Scoop: Controversy wallops Major League Eating over hot dog brands

The Fourth of July is less than a month away, and that often means fireworks and barbecues with burgers and hot dogs in large quantities. But one Independence Day staple won’t be present at the Nathan’s Famous Fourth of July Internal Hot Dog Eating Contest in Brooklyn this year — competitive eating champion Joey Chestnut. According to CBS News, Chestnut claims he was banned from the contest after signing a deal with Impossible Foods, which makes plant-based hot dogs. Nathan’s and Major League Eating, who host the contest, claim the issue is over a perceived exclusivity deal around hot dogs. “MLE and Nathan’s went to great lengths in recent months to accommodate Joey and his management team, agreeing to the appearance fee and allowing Joey to compete in a rival unbranded hot dog eating contest on Labor Day,” MLE said in a statement to CBS News.

Why it matters: As silly as a dust-up about hot dogs might seem, there are some real lessons to be learned here. First, Chesnut is an ambassador for Nathan’s and competitive eating — for many, he’s the first name many people think of when they think about eating contests. Keeping your influencers happy matters to external brand perception. But on the flip side, protecting your brand matters too. Major League Eating’s statement is forceful and while the subject matter might not seem too serious, it’s still big business. It outlines the exact reasoning for the decision. A little something to think about next time you reach for the relish to put on your hot dog.

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Sean Devlin is an editor at Ragan Communications. In his spare time he enjoys Philly sports and hosting trivia.