CINCINNATI — Procter & Gamble Co.’s Pepto-Bismol brand has been named as the first-ever stomach remedy sponsor of the annual Nathan’s Famous Fourth of July Hot Dog Eating Contest.

The Nathan’s Famous Hot Dog Eating Contest is an annual event that has become part of America’s Fourth of July celebration. The event on the Coney Island boardwalk, in the New York City borough of Brooklyn, winds through major U.S. cities, with regional competitions occurring at a variety of Nathan’s Famous retail locations. The champions of each qualifier event earn a spot to compete at the original Nathan’s Famous in Coney Island.

"Nathan’s Hot Dog Eating Contest is the ultimate case in point of celebrating the summer with food, so we’re excited to announce our sponsorship of the event," commented Colleen Jay, vice president of P&G Personal Healthcare. "We wanted to show that whether you’ve gone a little overboard on your favorite food or eaten one too many hot dogs at your backyard barbecue this summer, turn to Pepto-Bismol."

Pepto-Bismol provides soothing relief for five stomach symptoms — nausea, heartburn, indigestion, upset stomach and diarrhea — and is available in multiple forms and flavors, including liquid, chewables, caplets, InstaCool, cherry and original flavor, regular and maximum strength and Children’s Pepto Antacid.

"We are very excited to welcome Pepto-Bismol on board as our newest sponsor," stated George Shea, president of Major League Eating, which oversees the event, and emcee of the contest. "Pepto-Bismol has been around for more than 100 years, and in the 95 years of the contest, many people have often asked if the competitors experience stomach upsets and whether they use Pepto-Bismol. Nearly every eater does, and so for us, this sponsorship was a natural fit."

The Nathan’s Hot Dog Eating Contest has been held every year since 1916, the year Nathan’s Famous Hot Dogs opened on Surf Avenue in Coney Island, N.Y. The official 2010 Nathan’s Famous Dot Dog Eating qualifying circuit visited more than a dozen cities, including Las Vegas; San Jose, Calif., Foxboro, Mass.; Hartford, Conn.; Atlanta; Atlantic City, N.J.; Phoenix; Norfolk, Va.; Charlotte, N.C.; and Fishkill, N.Y.

"I often feel nauseous or have indigestion when I overeat, let alone when I eat 68 hot dogs in 10 minutes," commented Joey Chestnut, current reigning champion of the Nathan’s Hot Dog Eating Contest. "It’s great Pepto-Bismol has us covered as the new official stomach remedy of the Nathan’s Famous Fourth of July Hot Dog Eating Contest."