No approval for Hyrox event unless beer sponsorship withdrawn, says minister

Youth and sports minister Dr Taufiq Johari says the ministry will not approve a Hyrox competition in Kuala Lumpur next month unless an alcoholic beverage company withdraws its sponsorship.

Referring to a poster announcing the company as the event’s “Official Beer Partner”, Taufiq said the application for the event, to run from Dec 10 to 13 at the Malaysia International Trade and Exhibition Centre, was still under consideration.

He said all companies applying for licences to organise sporting events are required to declare their commitment to implementing the Safe Sport Code, which prohibits tobacco, electronic cigarette or alcoholic beverage businesses from organising, sponsoring, promoting or advertising sporting activities.

He also reminded organisers that the Sports Development Act 1997 requires companies involved in sporting activities to be licensed by the sports commissioner. Those found guilty of breaching the provision face a fine of between RM50,000 and RM500,000, imprisonment of up to five years or both.

Taufiq said the regulations apply equally to all organisers and companies involved in tobacco, electronic cigarette and alcoholic beverage businesses, regardless of their brand or target audience.

“The application to organise the event is being processed,” Taufiq said, adding that the ministry has not provided any funding for the competition.

“The ministry’s position on this matter is clear. We will not approve the event unless the alcoholic beverage company fully withdraws its sponsorship.

“This includes the removal of all related logos, trademarks and promotional materials from all official event channels and the competition venue.”

Hyrox, launched in Germany in 2018, is an indoor fitness competition held worldwide that combines running on a treadmill with strength exercises such as lunges and rowing.