Investigations are continuing into the death of a Townsville man who died after choking during a pie-eating competition.

Bruce Holland, 64, started choking on a piece of chilli pie during the contest at the Bushland Beach Tavern during the State of Origin half-time break.

He was taken to Townsville Hospital and died at about 10:30pm (local time).

The exact cause of death is unknown and a report is being prepared for the coroner.