HYROX Malaysia Faces Backlash Over Carlsberg Sponsorship, Sports Ministry Threatens To Block Event

HYROX Malaysia has come under fire after naming beer brand Carlsberg as its official beer partner for its upcoming Kuala Lumpur fitness competition, prompting criticism over the promotion of alcohol at a sporting event in a Muslim-majority country.

Netizens described the sponsorship as tone-deaf, questioning why an event promoting health, fitness and physical endurance would associate itself with alcohol.

Some argued that the partnership showed a lack of sensitivity towards Malaysia's religious and cultural values, while others felt that alcohol sponsorship contradicted the purpose of a fitness competition, regardless of religion.

However, some defended the partnership, pointing out that HYROX has previously collaborated with alcohol brands internationally.

Malaysia's Ministry of Youth and Sports (KBS) has since intervened, announcing on 4 November that it will not approve the event unless the alcohol sponsorship is withdrawn entirely, including the removal of related branding and promotional materials.

Youth and Sports Minister Dr Mohammed Taufiq Johari clarified that the event's application was still being processed and had not received approval. The ministry also confirmed that it had not provided funding for the competition.

Under Malaysia's Safe Sport Code, alcohol, tobacco and vaping companies are prohibited from sponsoring sporting activities approved or supported by the ministry.

Organisers who proceed without the required licence could face fines of RM50,000 to RM500,000, imprisonment of up to five years, or both.

The controversy comes ahead of Malaysia's first HYROX competition, scheduled for 10 to 13 December at the Malaysia International Trade and Exhibition Centre (MITEC) in Kuala Lumpur. The international fitness race combines eight 1km runs with eight functional workout stations.