Hyrox Malaysia says ‘we got this wrong’, ends Carlsberg tie-up for KL race

Hyrox Kuala Lumpur 2026 is scheduled to run from December 10 to 13 at the Malaysia International Trade and Exhibition Centre (Mitec). — Picture via Facebook

By Malay Mail

First Published: Wednesday, 04 Nov 2026 2:44 PM MYT

KUALA LUMPUR, Nov 4 — Hyrox Malaysia has apologised and said it will not extend its partnership with beer brand Carlsberg for its upcoming Hyrox Kuala Lumpur 2026 fitness race.

The Youth and Sports Ministry had earlier today refused to approve the fitness event unless the organisers cut ties with the alcohol sponsor.

In a statement posted on its Instagram account today, the organiser said the regional announcement naming Carlsberg as a partner had caused concern and offence.

“We understand why this has caused concern and offence, and we should have given greater consideration to the religious beliefs and cultural values of our Malaysian community.

“We got this wrong, and we take responsibility for that,” it said.

The organiser said the decision to keep the partnership out of the Malaysia race was made together with Carlsberg.

It also addressed participants directly, saying it recognised the time and effort they had put into training, and added that it looked forward to seeing them at the start line.

Hyrox Kuala Lumpur 2026 is scheduled to run from December 10 to 13 at the Malaysia International Trade and Exhibition Centre (Mitec).

The statement came after the Youth and Sports Ministry said earlier today that it would withhold approval for the event until the alcohol sponsorship was terminated. It also required all related branding, logos and promotional material to be removed from marketing channels and the competition venue.

The ministry said the organiser’s licence application was still under review, and that the government had neither approved the event nor provided any funding for it.

It cited Article 5.2 of the Safe Sport Code (3rd Edition, 2024). The article bars companies involved in tobacco, e-cigarettes and alcoholic beverages from sponsoring, advertising, merchandising, offering prizes or displaying trademarks at sports activities sanctioned or supported by the ministry and its agencies.

“The ministry will not compromise in ensuring a safe and healthy sports environment for all participants,” Youth and Sports Minister Mohammed Taufiq Johari said in a statement.

The ministry also reminded the organisers that running a sports event without a licence from the Commissioner of Sports Malaysia breaches Section 36(1) of the Sports Development Act 1997. Offenders face a fine of between RM50,000 and RM500,000, up to five years’ imprisonment, or both.