Hyrox Malaysia has apologised, saying it 'got this wrong', and ended its sponsorship tie-up with Carlsberg for the Kuala Lumpur race, Malay Mail reported on Wednesday (November 4). Hyrox Kuala Lumpur 2026 is scheduled for December 10 to 13 at the Malaysia International Trade and Exhibition Centre (Mitec).
The ministry's position
The decision followed pressure from the authorities. A Cinca News report on the same day said the Youth and Sports Ministry (KBS) would not approve the Kuala Lumpur event if it involved an alcohol sponsor. The excerpts reviewed do not give the full wording of the ministry's statement or details of how the sponsorship was originally arranged.
What happens next
With the beer sponsor removed, the event appears set to continue as scheduled, although the reports do not say whether a replacement sponsor will be named or whether any other conditions were attached to the approval. Participants who have registered should watch the organisers' official channels for updates.
Why it matters
Fitness racing events have grown quickly in Malaysia, and the case shows how sponsorship decisions can become sensitive when they involve alcohol brands in a Muslim-majority country. Organisers of sporting events often need to balance commercial support with government guidelines and public expectations.
Sources: Malay Mail - Hyrox Malaysia says 'we got this wrong' | Cinca News - KBS on KL Hyrox alcohol sponsor
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