• Loading stock data...
Thursday, July 24, 2025

Hot Dog Maven George Shea on Chestnut Comeback and Investor Interest

George Shea works a serious job at his New York-based real estate public relations firm. But every summer, he dons a straw hat and emcees Nathan’s Fourth of July Hot Dog Eating Contest.

George Shea / Credit: Major League Eating

By day, George Shea runs a New York City–based real estate public relations firm. But every summer, he dons a straw hat and emcees Nathan’s Fourth of July Hot Dog Eating Contest.

Shea, 60, runs real estate PR firm Shea Communications, which lists big name clients like Netflix and Disney on Ice on its website. Since 1997, he and his brother, Richard, have also run Major League Eating, which describes itself as “the world body that oversees all professional eating contests.” MLE (originally called the International Federation of Competitive Eating “as a lark,” Shea says) hosts more than 70 eating contests each year, with other upcoming events including rib-eating competition on July 26 and a “slopper” eating competition on Aug. 30 (a slopper is a hamburger or cheeseburger smothered in some kind of chile or chile sauce).

This year’s contest will once again feature competitive eating superstar Joey Chestnut, who last year did not participate because of his partnership with Impossible Foods. There are separate men’s and women’s competitions and a total prize purse of $40,000. The first-place winners in the men’s and women’s competition each receive $10,000, with second-place finishers getting $5,000 apiece; third-place finishers get $2,500 each.

Shea sat down with Front Office Sports ahead of this year’s Nathan’s contest to talk about how he got into competitive eating, whether MLE would ever partner with a different hot dog brand, and what sort of interest MLE has had from outside investors.

FOS: The Nathan’s contest started in 1972. Today, it’s huge, with a live broadcast on ESPN every year. How big has it gotten?

GS: It’s incalculable. And you get these runs on social media when exciting things happen. A couple years ago, a protestor came up on stage and grabbed Joey [Chestnut]. I went and grabbed the protestor, and then Joey threw us both back and kept eating. He was a bro hero already, but now he’s a bro god. There’s all this social virality that comes from the hot dog contest. We do all sorts of other contests—we did a strawberry shortcake contest that I hosted—but Nathan’s is the crown jewel.

FOS: What’s the actual business relationship with Nathan’s?

GS: It’s a true partnership, Nathan’s is a client. It’s their contest, it was conducted before I was even a New Yorker. But it really is a partnership. ESPN also shares the rights. You’ll notice there’s no Major League Eating signage at the event, and maybe we could and should promote our brand more. But really we’re using this event as a platform for the media and other clients; we’ve had a lot of secondary sponsors in the past—Pepto Bismol, Heinz, Discovery Channel, others.

FOS: Has any rival hot dog brand ever tried to lure you away?

GS: Once. But we would never leave Nathan’s because there is something very special about the history of this contest, which dates back decades. Nathan’s is an incredible corporate brand to work with, and I’m not saying this to blow smoke. The trust level is so high. We’ll say ‘we’re going to build a giant slingshot and go to the roof and throw t-shirts to the ground.’ They say, ‘okay, great.’ If it’s funny and fun, they are on board, where I think a lot of other brands would corporatize things to death.

Credit: Major League Eating

FOS: Joey Chestnut was banned last year over a plant-based brand deal. He’s back now. What changed?

GS: We’re extremely pleased that Joey is back. I don’t want to go back in time. Everybody recognizes the value that Joey has to the contest. This will be the best contest ever. Huge excitement that he is back. 

FOS: Have you ever tried competing in a hot dog contest yourself?

GS: Once, against a journalist. I thought I would eat 15 or more, I did six and just couldn’t go on. He ate nine. It is so much harder than you think. The flavor, which is delicious, becomes difficult to manage. 

FOS: From a business perspective, how big is Major League Eating, and how much of its business is derived from the Nathan’s contest?

GS: Nathan’s is a very powerful share of our business. Running Major League Eating is very different from running a PR firm, where I worry every single minute about every single client every day. We have a business here [with MLE], it’s profitable, and there is so much opportunity. If you think of all the knucklehead brands in the world, Major League Eating really has to be near the top. It’s almost an extreme sports brand, but it has this enormous appeal to a huge population of fans.

FOS: Have you ever received serious interest from potential suitors wanting to buy Major League Eating? Would you sell?

GS: We are not marketing the franchise in any way, but we do get inquiries. There was a very serious investment inquiry last year, which we considered and the dialogue remains sort of open. But we haven’t considered a complete sale. 

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

UNC’s Bill Belichick Brings His NFL Swagger to ACC Media Days

UNC is becoming one of the most interesting stories in college football.
President Donald Trump speaks during the American 250 kickoff event on July 3, 2025, at the Iowa State Fairgrouds.

Trump Signs Executive Order on College Sports Pay

The order marks Trump’s first foray into legislating college sports compensation.
Michael Johnson
exclusive

Michael Johnson Says Investor Pulling Out Caused Grand Slam Track’s ‘Major, Major..

The investor walked away from an eight-figure term sheet, a source says.
Hockey Canada

Judge Finds All Five Former Hockey Canada Players Not Guilty of Sexual..

The judge said she did not find the accuser’s testimony “credible or reliable.”

Featured Today

Ryan Field Construction
exclusive

First Look Inside Northwestern’s $862 Million New Ryan Field

Five big things FOS learned on our exclusive stadium tour.
Jul 21, 2024; Ayrshire, SCT; Xander Schauffele celebrates with Claret Jug after winning the Open Championship golf tournament at Royal Troon.
July 17, 2025

The Boozy History and Traditions of The Open’s Claret Jug

The Open awards the world’s most famous wine decanter.
2025 PDC World Darts Championship Final - Luke Littler vs Michael Van Gerwen
July 16, 2025

A Teen Darts Prodigy Is Becoming Bigger Than the Game Itself

Luke ‘The Nuke’ Littler is cashing in on his devastatingly accurate shot.
May 31, 2025; Philadelphia, PA, USA; Sydney McLaughin-Levrone (USA) reacts before the women's 100m hurdles during the Grand Slam Track Philadelphia at Franklin Field
exclusive
July 13, 2025

Track’s New Money Is Running Into Old Problems

The sport’s big-money era has hit some speed bumps in 2025.
Feb 28, 2025; Indianapolis, IN, USA; Indianapolis Colts, NFL shield logo and AFC banners at Lucas Oil Stadium.

NFL, NBA Media Deals Mirror Soaring Franchise Valuations: JPMorgan

A new JPMorgan report makes clear the NFL is king.
Jeff Kaplan
July 11, 2025

Letting PE Invest in Family-Owned Teams Is a ‘Watershed’

Liquidity gives owners greater flexibility to manage salary cap.
Cobh Ramblers
exclusive
July 11, 2025

Ireland’s Ramblers Latest Soccer Club to Gain U.S. Owner

The Ramblers play in the League of Ireland First Division.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Dealmaker Jeffrey Kaplan maps the evolution of sports as an asset class
Gareth Bale
exclusive
July 10, 2025

Gareth Bale Group Makes New Offer for Cardiff City 

Bale tells Front Office Sports his group has made another bid.
Jun 19, 2025; Pasadena, California, USA; Botafogo owner John Textor reacts after a group stage match of the 2025 FIFA Club World Cup against Paris Saint-Germain at Rose Bowl Stadium.
July 9, 2025

John Textor Sues Investors After They Sue Him Over Failed $1B Soccer..

John Textor says he was duped, investors say he owes them millions.
Apr 19, 2025; Los Angeles, California, USA; Los Angeles Lakers owner Jeanie Buss and husband Jay Mohr attend the game against the Minnesota Timberwolves at Crypto.com Arena.
July 9, 2025

Jeanie Buss to Oversee Lakers for Years Even After Record Sale

The sale values the team at $10 billion.
Bill Ackman
exclusive
July 4, 2025

Billionaire Bill Ackman Prepares for ‘Once in a Lifetime’ Tennis Match in..

Ackman says he’s “peaking next week” at the Hall of Fame Open.