Eating goes mainstream

As I had blogged earlier, there was much hype about hot dog eating as a sport a few weeks back. However, in spite of the tonnes of online space devoted to hot dog eating, I was surprised today to see this Coors Light ad on TV that stars Kobayashi, the former world champion at hot dog eating who got dethroned at this year's contest. Considering that the other Coors Light ads in this series feature Michael Johnson (the world record holder in 200m and 400m), and Magnus ver Magnuson (the world's strongest man), this is quite a rise in status for hot dog eating in the world of endorsements.