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Joey Chestnut has been banned from the annual July 4th Nathan’s Hot Dog Eating Competition because he’s promoting vegan franks, The New York Post reports.

The competitive eater has won the contest 16 times and holds the world’s record of 76 dogs and buns in 2021. But he now reps Impossible Foods, which recently launched a vegan frankfurter, and Major League Eating, which runs Nathan’s Hot Dog Eating Competition, isn’t happy.

A rep for MLE says, “He’s the Michael Jordan of competitive eating. But imagine if Michael Jordan said to Nike, ‘I love being the face of Nike but I want to do commercials for Adidas too.”

MLE adds that Joey could return. “We would love nothing more than to have him at the Nathan’s Famous International Hot Dog Eating Contest. We hope he returns when he is not representing a rival brand.”