Joey Chestnut will not be competing in the annual July 4th Nathan’s Hot Dog Eating Contest this year for the oddest reason.

Chestnut, a 16-time winner who has won the competition yearly since 2016, has signed a contract to represent a rival wiener brand.

That is according to the New York Post’s Steve Cuozzo, who reports that the perennial champion has an endorsement deal in place with Impossible Foods, which recently launched a plant-based frankfurter.

Chestnut, who ate a world record 76 hot dogs in 2021, only needed 62 to retain his title last year.

Major League Eating Distraught Over Surprising Decision From Joey Chestnut

A representative for Major League Eating (MLE) noted that the organizers “bent over backwards” to meet Chesnut’s other demands, even letting him take part in a rival Labor Day hot dog-eating fest taped by Netflix on the condition that no dog brand would be mentioned.

“MLE and Nathan’s went to great lengths to accommodate Joey and his management team, agreeing to the appearance fee and allowing Joey to compete in a rival, unbranded hot dog eating contest on Labor Day,” MLE said in a statement.

“For nearly two decades we have worked under the same basic hot dog exclusivity provisions. However, it seems that Joey and his managers have prioritized a new partnership with a different brand over our long-time relationship.

The Post also cites a source who claims Chestnut received $200,000 to appear in the Nathan’s contest last year and had also been offered a four-year contract worth $1.2 million.

“Joey Chestnut is an American hero,” MLE added. “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.”