• Loading stock data...
Tuesday, July 23, 2024
Join us this September for Tuned In Request to Attend

Hot Dog PR Mavens Claim Joey Chestnut Beef Is All Real

  • Joey Chestnut is currently banned from the Nathan's Hot Dog Eating Contest.
  • The PR executives behind the contest say they didn't intentionally gin up the drama.
Nick King/Lansing State Journal / USA TODAY NETWORK

Earlier this month, Joey Chestnut, the Nathan’s Hot Dog Eating Contest, Impossible Foods, and Netflix blasted out a series of bombastic and punny updates. When the dust settled, a few things were clear:

  • Chestnut, the undisputed GOAT, would not be there on the Fourth of July this year.
  • He had new promotional deals with Impossible Foods and Netflix.
  • The Shea brothers, the promoters of the contest, said that they hadn’t banned Chestnut, and that he had banned himself with the Impossible deal.
  • Chestnut and Takeru Kobayashi, his onetime rival, would instead be eating against each other in a one-off event on Netflix later this year.

It was a delightful story—and the media, Front Office Sports included, ate it up. Now, however, in the light of day, it seems fair to wonder: How much of this is real? After all, Kobayashi had just announced his retirement from competitive eating … in a Netflix documentary. 

And more to the point, the Nathan’s contest had become a sensation this century because of two brothers, George and Richard Shea, who both happen to be highly skilled New York public relations executives.

The Shea brothers, always available for a story, gave an interview to Grub Street in which they earnestly denied that the whole thing was one big work. In the interview, published Wednesday, George Shea explicitly compared the whole situation to professional wrestling but said he wasn’t the choreographer.

“In WWE, they write it; we don’t write it,” George told writer Chris Crowley. “Everything we do happens through the media. But this was inherent drama, and on a national scale, but we did not manufacture it, and we would not have manufactured it.”

George Shea is, in some ways, the face of the contest—even more than any one eater. That’s Shea in a straw hat and full carnival-barker outfit, belting out elaborate intros every year; there are endless compilations of Shea’s best work on YouTube. And as Chestnut’s dominance has become repetitive with eight straight wins, you couldn’t blame the Sheas for trying to shake up things.

Earlier this month, the Sheas said they were “devastated” to lose their biggest star. (Chestnut said Tuesday that he will instead be eating in a hot-dog contest on a military base in Texas.) But the Grub Street interview made it clear that they’ve been enjoying themselves since the news broke. “This has been a wild roller-coaster ride and it’s been really fun,” George Shea said. “We helped to create that interest over the years, kind of built the category, so you can’t really whine,” Richard Shea said of the barrage of media coverage this month.

Perhaps the most telling anecdote in the Grub Street story came from George Shea, who recalled an incident from the pre-fame era of the hot-dog eating contest, in 1989. That year, he says, an eater broke the rules, and the creator of the contest, Morty Matz, told George to have the cheater arrested, in Shea’s retelling. “He taught me that controversy and any turmoil created are very, very important if you are in the media.”

Copy Link
Link Copied
Link Copied

What to Read

Dancers Among Several Labor Groups Threatening to Strike During Paris Olympics

Garbage collectors, police officers, and airport workers have called for better pay.

WNBA Smashes Ratings Record With Competitive All-Star Game

The game was the league’s highest rated in more than 20 years.
podcast thumbnail mobile
Front Office Sports Today

TNT Matches Amazon’s Offer, “Inside the NBA” Given New Life


Featured Today

The FTC Noncompete Ruling Could Change MMA As We Know It

Fighters could see their options—and earnings—grow.
July 21, 2024

O No Canada: The Next Big Sports Betting Scandal Could Erupt North of the Border

‘It’s open-season for match-fixing up there.’
July 20, 2024

The Road to the Return of ‘EA Sports College Football’

This summer, the biggest development in college sports is virtual.
Apr 15, 2024; Brooklyn, NY, USA; Caitlin Clark poses with WNBA commissioner Cathy Engelbert after being selected with the number one overall pick to the Indiana Fever during the 2024 WNBA Draft at the Brooklyn Academy of Music.
July 16, 2024

Women’s Sports Merch Is a $4 Billion Market, but Supply Isn’t Meeting Demand

Retailers can’t make women’s sports apparel fast enough.

Lamar Jackson, Troy Aikman in Legal Battle Over the Number Eight

The two quarterbacks both have trademarks with the number.
July 9, 2024

Arch Manning Will Be in EA’s ‘College Football 25’ After All

The NCAA’s most famous backup had previously opted out.
July 11, 2024

Everything To Know About the Jaylen Brown–Nike-Olympic Beef

It starts, as it often does, with a carefully parsed emoji.

TopSpin 2K25 Brings the Legends of Tennis to Your Living Room

2K sports is reviving a classic with TopSpin 2K25.
June 13, 2024

Everything You Need to Know About the Schism Rocking Competitive Eating

The business story about hot dogs that you never knew you needed.
June 12, 2024

Fanatics Dives Into Ultra-Niche With G League Trading Cards

The company will take over the NBA license in 2025.
May 21, 2024

Lawsuit: Florida Football Coaches Made False NIL Promises

The quarterback says UF backed out of a $13.85 million NIL agreement.
May 8, 2024

Candace Parker Joins Shaq, Iverson in Court-to-Sneaker Boardroom Pipeline

Parker was named president of Adidas women’s basketball Wednesday.