After signing a deal with Impossible Foods, Joey Chestnut was barred from competing in the Nathan’s Famous International Hot Dog Eating Contest. Nathan’s Famous sees Impossible Foods as a competitor and will not allow the 16-time champion to defend his title.

In place of the hot dogs, BYU and the city of Provo invited Chestnut to compete in a Cougar Tail eating contest against Beckham Bramwell. The kid became famous for eating a Cougar Tail on the Jumbotron at a BYU basketball game.

The contest will take place on Pioneer Day after the parade in downtown Provo. Mayor Michelle Kaufusi said it was an easy decision: “We couldn’t pass up this once-in-a-lifetime opportunity. I had my assistant contact Joey’s people immediately after I heard the news.”

Joey will have the standard ten minutes to eat as many Cougar Tails as he can, while Beckham will have the entirety of the parade to down as many as possible.

Bramwell is honored to be competing against his idol: “He’s been my hero since I was four-years-old. I’ve been watching film and studying his techniques for years. Hopefully, I can put that to good use and kick his tr*sh.”

Chestnut is still glum over missing his annual tradition, but excited for a new stage where he can shine: “I am sponsored by a company that makes foods not from animals, but I still want to eat foods named after animals.”