Seems like this is an ongoing problem with this particular eating contest. Which isn't surprising when you learn it was created by, and people eat, a particular brand's hotdogs.

There seems to be enough money in this for whatever reason, to maybe establish an independent event with normal sponsors paying for it.

PS - I don't really follow nor endorse eating contests; but if they're going to exist having a private company with vested interests running them seems unsustainable.