In past years, Major League Eating hyped up the gastric rivalry between Chestnut and Kobayashi, a serial holder of the mustard yellow belt.

CNN: Hot dog champs defend titles in annual showdown

In past years, Major League Eating hyped up the gastric rivalry between Chestnut and another serial holder of the mustard yellow belt, Takeru Kobayashi.

CNN: Hot dog eating champs all set for July Fourth contest

The three introduced the coveted mustard yellow championship belt, arranging for ESPN to telecast the competition live and promoting the "eaters" as professional athletes.

CNN: Hot dog eating champs all set for July Fourth contest

For his victory, Mr Kobayashi received a return plane ticket and the coveted mustard-yellow champion's belt.

ECONOMIST: It takes guts to eat 50? of Nathan's famous hot dogs