“We’ve decided not to extend” – HYROX Drops Beer Brand Partnership After KBS Objects To Alcohol Sponsorship

Earlier today, the Ministry of Youth and Sports (KBS) announced that the HYROX Kuala Lumpur 2026 event will not be approved unless all sponsorships from alcohol companies are completely withdrawn.

Youth and Sports Minister Dr Mohammed Taufiq Johari said the application to organise the event, scheduled to take place from 10 to 13 December, is still being processed and has yet to receive the ministry’s approval.

HYROX event won’t be approved unless alcohol sponsorship are removed

Mohammed Taufiq added that the ministry also requires all related logos, trademarks and promotional materials to be removed from the event’s official channels and competition venue before it will consider granting approval.

“Article 5.2 of the Safe Sports Code (Third Edition, 2024) clearly prohibits individuals or organisations involved in the tobacco, electronic cigarette or alcoholic beverage industries from organising, sponsoring, promoting, advertising or displaying their trademarks at sports activities approved or supported by KBS and its agencies,” he said.

Following the announcement, HYROX has since responded, acknowledging that the issue had caused concern and offence, adding that it was willing to “take responsibility for that.”

“We’ve decided not to extend our partnership”

In this regard, HYROX and the said partner have since decided not to extend their partnership to the Malaysia race.

“Regarding our regional announcement of an alcohol company as our partner, 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 got this wrong, and we take responsibility for that.

“To everyone training for this race and looking forward to being part of it, we recognise the time and effort you have committed. We look forward to seeing you at the start line,” the statement concluded.

What are your thoughts on this? Let us know down in the comments!

Also read: Sports & Youth Ministry: HYROX KL Event “Will Not Be Approved” Unless Alcohol Sponsors Withdraw