World · Malaysia Bureau
Sports Ministry demands Hyrox KL sever beer sponsorship ties
Malaysia's Sports Ministry has instructed organisers of the Hyrox KL fitness event to terminate their beer sponsorship agreement, citing national guidelines that prohibit alcohol companies from backing sports competitions. The ministry's decision puts the event's approval status in question.
LSN Malaysia ·
The Ministry of Sports has issued a directive to Hyrox KL organisers requiring them to end their partnership with a beer sponsor, according to ministry guidelines that strictly prohibit alcohol brands from organising, sponsoring, or providing rewards at sporting events.
The ultimatum has left the event's regulatory approval uncertain, as ministry officials appear unwilling to greenlight the competition unless the sponsorship arrangement is completely dissolved. Hyrox KL, a popular obstacle course racing event, now faces a critical decision point that could impact its scheduled operations.
Under Malaysia's sports regulatory framework, alcoholic beverage companies are barred from any direct involvement in the funding or administration of sanctioned sporting activities. The restriction reflects government policy aimed at maintaining specific standards for sports events held within the country.
Organisers have not yet publicly commented on whether they intend to comply with the ministry's demand or seek alternative sponsorship arrangements. The resolution of this matter will determine whether Hyrox KL can proceed with its planned event calendar.