KUALA LUMPUR – HYROX Kuala Lumpur organisers have dropped their controversial alcohol sponsorship following mounting public objections and a stern warning from the Youth and Sports Ministry (KBS) that the event would not be approved unless the partnership was completely withdrawn.
HYROX Malaysia confirmed the decision in a statement, saying it would not proceed with the sponsorship arrangement for the Malaysian edition after concerns were raised over the appointment of an alcoholic beverage company as an official regional partner.
The organisers also acknowledged that they had failed to take into account the sensitivities of the local community, particularly those involving religious beliefs and cultural values.
“We understand why this has caused concern and offence. We should have given greater consideration to the religious beliefs and cultural values of the Malaysian community.
“We made a mistake and take full responsibility for it,” the statement read.
The climbdown comes after Youth and Sports Minister Dr Taufiq Johari warned that KBS would withhold approval for the event unless the sponsorship was withdrawn completely, with all related logos, trademarks and promotional materials removed from official event platforms and the competition venue.
The controversy erupted after a screenshot circulated on social media announcing the alcoholic beverage brand as HYROX’s “Official Beer Partner”, drawing criticism over its involvement in a sporting event in Malaysia.
HYROX Kuala Lumpur is scheduled to make its debut from Dec 10 to 13 at the Malaysia International Trade and Exhibition Centre (MITEC).
Taufiq had also clarified that the ministry had neither approved the event nor provided funding for its organisation, with the organisers’ licence application still being processed.
He said the proposed sponsorship contravened Clause 5.2 of the Safe Sports Code (Third Edition, 2024), which prohibits companies involved in tobacco, electronic cigarettes and alcoholic beverages from sponsoring, promoting or advertising their brands at sporting events approved or supported by KBS and its agencies.
The minister also reminded organisers that all sporting event licence applicants must formally commit to complying with the code, stressing that the regulations apply equally to all parties.
Under Section 36(1) of the Sports Development Act 1997, sporting activities cannot be organised without a valid licence from the Sports Commissioner. – November 4, 2026