Controversy erupted however when Pepsi, the event's sponsor, insisted that Phil Hellmuth, Doyle Brunson, and Johnny Chan be granted Sponsor Exemptions. Despite public protests from other players that they were lied to as the event was billed as one that one had to qualify for, ESPN and Harrah's newly hired Vice President of Sports and Entertainment Marketing, Jeffrey Pollack allowed the three to participate. Hellmuth finished third, while Chan and Brunson missed the final table, coming in 13th and 10th, respectively.