Hyrox Malaysia drops beer sponsorship after ministry's intervention
Organiser apologises over partnership, while regional beer company clarifies that its arrangement does not cover the Kuala Lumpur event
SHAH ALAM – Hyrox Malaysia has clarified that a previously announced regional alcoholic beverage brand partnership does not cover its Kuala Lumpur 2026 event, following concerns over the proposed sponsorship.
In a statement published on Instagram, the regional beer company said the partnership covered selected events in Singapore, Hong Kong, Taiwan and Vietnam, but excluded Malaysia.
It also confirmed that it would not sponsor or participate in Hyrox Kuala Lumpur 2026, scheduled to take place from Dec 10 to 13.
The clarification came after Hyrox Malaysia apologised and terminated the proposed partnership following the Youth and Sports Ministry's decision not to approve the event unless all alcohol-related sponsorship was withdrawn.
The organiser acknowledged that the partnership had caused concern and offence in view of Malaysia's religious beliefs and cultural values, and accepted responsibility for the oversight.
Youth and Sports Minister Dr Mohammed Taufiq Johari said the ministry had required all related branding and promotional materials to be removed in accordance with the Safe Sport Code (3rd Edition, 2024).
The event is scheduled to take place from Dec 10 to 13 at the Malaysia International Trade and Exhibition Centre (Mitec), although its licence application remains under review.
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