Finally, an event sponsorship that won’t make you barf …

Pepto-Bismol is joining the list of sponsors for Nathan’s Famous Fourth of July International Hot Dog Eating Contest.

It will be the first stomach remedy product associated with the event.

Held since 1916, the hog-dog eating contest is an iconic summer ritual in which contestants scarf down as many wieners as possible in 10 minutes. Last year’s winner, Joey Chestnut of San Jose, Calif., swallowed 68 hot dogs and buns.

Nationwide, nearly 1.5 million households tuned into ESPN’s live television broadcast of the circuslike event last year.

Source: WSJ, JUNE 24, 2010 Famed Hot-Dog Event Gets a New Sponsor

Thanks to JMH for feeding the lead.

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Late Breaking

Major League Eating recently announced a ban on vuvuzelas, the plastic horns whose hums have provided a constant backdrop during FIFA World Cup matches.

No kidding re: the name of the organization or the ban.

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