For 95 years, the 4th of July Hot Dog Eating Contest in Brooklyn has drawn tens of thousands of spectators to watch contestants "scarf down as many wieners as possible in 10 minutes." (last year's winner swallowed 68 hot dogs and buns).
Title sponsor, Nathan's Famous Hot Dogs has been participating for years. And now, a new and obvious brand has linked up (pardon the pun) with the competition.This year, Pepto-Bismol is joining the list of sponsors for the contest. The organization says it will be the first stomach remedy product associated with the event.
From WSJ.com: "[Competitive] eaters have been using it for years," said George Shea, chairman of Major League Eating, the event organizer. Veteran competitive eater Crazy Legs Conti said, "Even after receiving a trophy, you need something to make you feel better."
We love a good brand-association.