Hyrox Malaysia drops alcohol sponsorship after ministry warning

KUALA LUMPUR: Hyrox Malaysia has withdrawn its alcohol sponsorship following a warning from the Youth and Sports Ministry. The organiser issued an apology on Instagram, acknowledging the backlash caused by the initial announcement of the alcohol sponsorship arrangement. The statement admitted that the company had failed to account for Malaysia's religious and cultural sensitivities.

The decision to end the sponsorship was reached after talks between the organiser and the sponsor. The Youth and Sports Minister, Dr Taufiq Johari, had stated that the ministry would not approve the event without severing ties with the alcohol sponsor. The ministry also demanded the removal of all related branding, logos, and promotional materials from the organisers' marketing platforms and the competition venue.

The Safe Sport Code prohibits companies involved in alcohol from sponsoring, advertising, distributing merchandise, offering prizes, or displaying trademarks at sanctioned or supported sporting activities. The 2026 Hyrox Kuala Lumpur is set to take place from December 10 to 13 at the Malaysia International Trade and Exhibition Centre (Mitec).