Major League Eating is a competitive eating sports league that provides a platform for the promotion of consumer brands. MLE, also known as the International Federation of Competitive Eating (IFOCE), holds approximately 80 events annually, including the Nathan’s Famous Fourth of July Hot Dog Eating Contest in Coney Island, NY. Past event and broadcast sponsors include Heinz Ketchup, Krystal Restaurants, Netflix, Pizza Hut, Coca-Cola, ESPN, Johnsonville Sausage, Spike TV, Waffle House, Smirnoff Vodka, Orbitz.com, Cendant Hotels, Harrah’s Entertainment, ESPN Zone, The Tropicana, among others. In 2009, MLE promotions literally generated billions of consumer impressions internationally. The Nathan’s Famous contest alone generated hundreds of millions of consumer impressions on domestic television. Media outlets that have covered recent events include ESPN, CNN, FOX Sports, BBC, NBC Sports, ABC World News Tonight, FOX News, ABC’s 20/20, CBS Evening News, the Today Show, Good Morning America, the Tonight Show with Jay Leno, Late Show with David Letterman, the Daily Show, the Jimmy Kimmel Show, Howard Stern, the Bob and Tom Show, Sports Illustrated, Maxim Magazine, FHM, the New York Times, USA Today, Wall Street Journal, Los Angeles Times, Washington Post, and thousands of network television affiliates, newspapers, and radio stations nationwide.