Sports ministry demands Hyrox Kuala Lumpur drop beer sponsorship

The ministry has issued a formal warning to the organisers of Hyrox Kuala Lumpur, an international obstacle course racing competition scheduled to take place in the capital, stating that event permits will be revoked if alcohol sponsorship arrangements are not terminated.

The ultimatum reflects the government's stance on limiting alcohol promotion at sporting events, particularly those that may attract younger participants. Officials argue that accepting beer brand sponsorship contradicts national policies on responsible alcohol marketing.

Hyrox is a popular fitness event featuring teams competing through various physical challenges over several kilometres. The Kuala Lumpur edition is expected to draw significant participation from local and international athletes.

Organisers have been given a deadline to either secure alternative sponsorship or proceed without the beer brand's financial support. The ministry's position underscores its authority to enforce compliance with regulatory guidelines governing sporting events in Malaysia.

This move aligns with broader government efforts to regulate alcohol advertising and sponsorship across the country's sports sector.