World · Malaysia Bureau
Carlsberg Malaysia denies sponsorship of Hyrox Kuala Lumpur 2026
The beer manufacturer has clarified it was never involved as a sponsor of the upcoming fitness event, citing adherence to local regulations and cultural considerations.
LSN Malaysia ·
KUALA LUMPUR — Carlsberg Malaysia has issued a statement distancing itself from any sponsorship role in Hyrox Kuala Lumpur 2026, the international fitness competition scheduled to take place in the capital.
The beverage company said it was not a financial backer or official sponsor of the event, emphasising its commitment to operating within Malaysia's regulatory framework and respecting local cultural values.
The clarification comes as organisers prepare for the obstacle course racing event, which is set to attract thousands of participants and spectators to Kuala Lumpur. Hyrox is a global hybrid fitness competition combining running and functional fitness obstacles.
Alcohol beverage companies in Malaysia face specific restrictions on advertising and sponsorship activities due to the country's regulatory environment and diverse cultural landscape, which includes significant Muslim and non-Muslim populations with varying attitudes toward alcohol consumption.
No further details regarding the event's sponsorship structure or confirmed backers have been announced at this time.