what are they doing at fontbonne?e july 4th hot dog eating contest. a month before that event, we're learning the g.o.a.t. himself will not be chowing down. shocking fans and chestnut himself. here's joe fryer. >> reporter: when it comes to eating dogs, he's america's top dog. 16-time hot dog eating champ joey chestnut. >> i give you the number one ranked eater in the world, joey chestnut! >> reporter: but this 4th of july the feeding frenzy's most famous mouth won't be defending his mustard yellow belt. >> it's probably one of the saddest days in sports history. >> you're taking away an american hero. >> reporter: major league eating which organizes the event says chestnut is unable to compete because of his new partnership with impossible foods, which launched a plant-based hot dog this year, but chestnut says he was banned, writing on social media, i do not have a contract with mle or nathan's, and they are looking to change the rules from past years as it relates to other partners i can work with. rules of the con