Drop beer sponsor or lose permit, sports ministry warns Hyrox Kuala Lumpur organisers

A participant competes at the sandbag lunges station during the Hyrox Men Istanbul 2026 fitness race at the Istanbul Expo Center in Istanbul, Turkey on August 1, 2026. — AFP pic

By Malay Mail

First Published: Wednesday, 04 Nov 2026 10:41 AM MYT

Last Modified: Wednesday, 04 Nov 2026 10:46 AM MYT

KUALA LUMPUR, Nov 4 — The Youth and Sports Ministry has threatened to withhold event approval for the upcoming Hyrox Kuala Lumpur 2026 fitness race unless organisers completely cut ties with an alcoholic beverage sponsor.

The ministry issued the ultimatum following public scrutiny over a viral promotional graphic naming a commercial beer brand as the event’s “Official Beer Partner”. The multi-day fitness competition is scheduled to run from December 10 to 13 at the Malaysia International Trade and Exhibition Centre (Mitec) in Kuala Lumpur.

Clarifying that the competition currently lacks legal sanction, the ministry confirmed that the organiser's licence application remains under review and that Putrajaya has neither approved the gathering nor disbursed any state funding.

Authorities cited Article 5.2 of the Safe Sport Code (3rd Edition, 2024), which strictly bars corporate entities involved in tobacco, e-cigarettes, and alcoholic beverages from sponsoring, advertising, merchandising, offering prizes, or affixing commercial trademarks across sports activities sanctioned or supported by the ministry and its agencies.

“The ministry will not compromise in ensuring a safe and healthy sports environment for all participants,” Youth and Sports Minister Mohammed Taufiq Johari said in a statement.

Under statutory licensing rules, prospective event promoters must formally pledge compliance with the Safe Sport Code before being granted regulatory clearance.

The ministry stressed that its position is non-negotiable: official operating permits will remain frozen until the alcohol sponsorship is terminated and all associated branding, logos, and promotional assets are completely purged from marketing channels and the Mitec competition floor.

Organisers were also reminded that staging an event without official sanction violates Section 36(1) of the Sports Development Act 1997, which bars companies from managing sports events without a licence issued by the Commissioner of Sports Malaysia. Breaching the statute carries penalties including fines between RM50,000 and RM500,000, up to five years in prison, or both.

Reiterating that the prohibition applies uniformly across all sporting disciplines without regard to commercial pedigree or target demographics, the ministry reaffirmed that fitness promotions must stay free of vice branding.