Pepto Bismol, Hot Dog Champ

Coney Island's world-famous hot dog eating contest returns on July 4th with a new, and appropriate, sponsor: Pepto-Bismol.

P&G has signed on as the first stomach remedy product for Nathan's Famous Fourth of July International Hot Dog Eating Contest, named for New York's iconic Nathan's Famous hot dog eateries.

The pink liquid balm for overeaters is no stranger to the event, which celebrates its 95th annual hot dog showdown this year. Competitive eaters "have been using it for years," as George Shea, chairman of Major League Eating, tells the Wall Street Journal.

Inspired by the World Cup, Major League Eating is banning vuvuzelas in case spectators get any ideas about blowing plastic horns to cheer on last year's champ, Joey Chesnut, or another competitor.

There will be plenty of noise — P&G plans to give the crowd Pepto-pink thunder-sticks.