Slurpee drinkers around the world have always competed to see who’s the fastest. These underground contests, held in backyards, bedrooms and car parks, have been going on for years. The idea was to lure these competitors out of the shadows with a campaign to legitimatise their sport.

We started by naming the sport (Sports Slurping), establishing the rules and releasing an official product (Sports Slurpee). Then tracked down the email addresses of the world’s sporting ministers and gave the public access to them via sportsslurping.com. Every international sporting body, from Albania to Zimbabwe, could be lobbied by the sports supporters.

After sending over 52,000 electronic lobby letters and being rejected by nearly every sporting body in the world, on the 2nd of June, 2009 the International Federation of Competitive Eating publicly recognised Slurping as a sport. The IFOCE has already made plans to stage international Sports Slurping heats. They will hold the first world championship on Coney Island, NY, in July 2010