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Business Management
July 11, 2023


A PROMO BREAKDOWN OF THE NATHAN'S HOT DOG EATING CONTEST


By Brendan Menapace
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The following article was originally published by Promo Marketing. To read more
of their content, subscribe to their newsletter, Promo Marketing Headlines.



For the 4th of July, I went over to my friend's house for a little cookout and
ate what I would consider to be "a lot of food." The usual cookout fare:
burgers, hot dogs, assorted side dishes. The works.

I did not, however, come anywhere close to what record-holding professional hot
dog eater Joey Chestnut did yesterday, taking down 62 hot dogs in the Nathan's
Hot Dog Eating Contest.

The Hot Dog Eating Contest is an astounding display of what the human body is
capable of, on par with any Super Bowl or American Idol. Competitors push
themselves to the limit of gastronomical fortitude for the sake of our
entertainment. And, just like the Super Bowl, the Hot Dog Eating Contest is also
a great case study in the importance of branded items and promotional products.

I did not catch the Hot Dog Eating Contest live on ESPN, but journalistic
integrity dictated that I revisited a replay this morning to pick out all of the
best branding moments surrounding Chestnut and the rest of his competition.

Let's dive into it like a hot dog bun diving into a cup of water.


JERSEYS

What is a sporting event without good jerseys? Each of the competitive eaters
had a custom Nathan's-branded jersey, which sort of looked like a combination
between a hockey sweater and a baseball jersey, with a patriotic motif and their
names printed on the back.

Credit: Getty Images by Alexi J. Rosenfeld


FAN GEAR

When the broadcast cut to the fans, you'd see that many of them were wearing
foam hot dog hats, and banging together red and yellow inflatable boom sticks —
all of which also included the Nathan's logo.

Credit: Getty Images by Alexi J. Rosenfeld


SIGNAGE

Officials were placed behind each competitor holding signs that showed how many
dogs they have each taken down so far. Each sign included the Nathan's logo in
yellow under the numbers.

Credit: Getty Images by Alexi J. Rosenfeld

Additionally, when there was a wide shot of the event, you could see that there
were branded tents and other pop-up areas around Coney Island with the Nathan's
logo, too.

Finally, the backdrop of the whole event was a classic Nathan's billboard.

Credit: Getty Images by Alexi J. Rosenfeld


OFFICIAL APPAREL

Speaking of those officials, they each had their own apparel for the event. The
people holding the numbered signs were wearing red Nathan's T-shirts. Other
officials had what looked like embroidered polo shirts. During the contest, you
could see some with white polos with red logos.

Credit: Getty Images by Alexi J. Rosenfeld

After Chestnut's win, there were more officials on the stage wearing blue ones
this time, and some had on red and blue branded caps.


TOWELS

Eating that many hot dogs will work up a sweat to say the absolute minimum about
what it does to your body. Chestnut and the other competitors were seen holding
blue and yellow Nathan's towels once the clock stopped.

Credit: Getty Images by Alexi J. Rosenfeld


THE BELT

It's possibly the most important item of the day: The championship belt.
Chestnut once again took home the wrestling-style championship belt, complete
with a mustard-yellow band and gold plate on the front, using the same design as
the jerseys and, of course, the Nathan's logo. For the women's event, champion
Miki Sudo got a similar belt but with a ketchup red design.

Credit: Getty Images by Alexi J. Rosenfeld


THE WINNERS

Chestnut, to the surprise of very few, was the winner on the podium that day,
taking down the hot dog budget of most family barbecues on his own in a
minuscule window of time, but with all of the branded products handed out to
participants and fans, the real winner of the day is Nathan's. That's pretty
much constant brand visibility across print and a variety of promotional
products. There would be no question who the marquee sponsor of this event would
be. (However, Pepsid deservedly got its name on the backdrop, too.)

So, let that be a lesson for promotional products distributors: Your event
doesn't have to be the actual Super Bowl to use Super Bowl-level branding. Every
activity has its "Super Bowl."

Now, if you'll excuse me, I'm going to make myself a salad.


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E Brendan Menapace Author's page Brendan Menapace is the content director for
Promo+Promo Marketing.
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