Hookah Battle: the global sponsoring and brand marketing of smoking competitions

As hookah popularity has risen among global youth, concerns regarding its widespread adoption and appeal have grown, particularly due to specific branding and marketing strategies.1 2 Established in 2011, Hookah Battle has emerged as a global hub for the hookah industry, connecting businesses, retailers and enthusiasts through competitions and events in over 30 countries.3 Originally a single competition, it has grown into a recognised industry name that organises high-profile events uniting hookah enthusiasts, professionals and industry stakeholders. Hookah Battle’s mission to foster collaboration among various hookah business establishments, promote brands and assist manufacturers in advertising has led to over 45 global events involving more than 157 brands, including leading industry sponsors such as Al Fakher,4 Fumari5 and Tangiers,6 attracting over 1.5 million participants.3 While some view these events as entertainment, closer examination reveals significant concerns regarding…

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