This paragraph confused me until I followed the link and read the NPR story. The paragraph immediately before it provides needed context:
[Chestnut] said he does not have a contract with MLE or Nathan’s Famous, and accused them of “looking to change the rules from past years as it relates to other partners I can work with.”
This whole thing is a contract dispute. Apparently, because Nathan’s sponsors the famous Coney Island contest, they have a clause in their contract or rules saying competitors can’t represent other hot dog makers, although Chestnut seems to be disputing that. Anyway, MLE and Nathan’s said that they have been “allowing” Chestnut to participate in other non-sponsored eating events, and when he signed a sponsorship deal with Impossible Foods, MLE and Nathan’s tried to get him to exclude hot dogs from that deal, and he refused. Frankly, MLE and Nathan’s are acting like they thought Chestnut was an employee of theirs, and he’s clearly not. They can set whatever rules for their contest they want, but I think I’m siding with Chestnut on this one.
