Why is competitive eating on the sports page?

Joey Chestnut wins his 11th title. That’s right, because yesterday, at the annual Nathan’s 4th of July Hot Dog Eating championship, Joey “Jaws” Chestnut devoured the competition—and his own world record—he downed 74 hot dogs. Preciously he'd held the record with 64 hot dogs. Doesn't this picture make you want to go eat a hot dog right now?

My question - why are hot dog eating contests on the sports page?  I know, you might ask the same about NASCAR, lumberjack log rolling and weightlifting. 

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