Hyrox Malaysia says ‘we got this wrong’, ends Carlsberg tie-up for KL race

Hyrox Malaysia issued an apology and announced it will not continue its partnership with Carlsberg for the Hyrox Kuala Lumpur 2026 fitness race after the Youth and Sports Ministry withheld event approval unless the alcohol sponsorship was terminated.

The Ministry emphasized compliance with its Safe Sport Code, which prohibits tobacco, e-cigarette, and alcohol-related sponsorships in sanctioned sports events.

Hyrox Malaysia acknowledged the oversight in cultural sensitivity and has agreed with Carlsberg to exclude the partnership from the event.

The event is scheduled for December at the Malaysia International Trade and Exhibition Centre.

KUALA LUMPUR, Nov 4 — Hyrox Malaysia has apologised and said it will not extend its partnership with beer brand Carlsberg for its upcoming Hyrox Kuala Lumpur 2026 fitness race.

The Youth and Sports Ministry had earlier today refused to approve the fitness event unless the organisers cut ties with the alcohol sponsor.

In a statement posted on its Instagram account today, the organiser said the regional announcement naming Carlsberg as a partner had caused concern and offence.

“We understand why this has caused concern and offence, and we should have given greater consideration to the religious beliefs and cultural values of our Malaysian community.

“We got this wrong, and we take responsibility for that,” it said.

The organiser said the decision to keep the partnership out of the Malaysia race was made together with Carlsberg.

It also addressed participants directly, saying it recognised the time and effort they had put into training, and added that it looked forward to seeing them at the start line.

Hyrox Kuala Lumpur 2026 is scheduled to run from December 10 to 13 at the Malaysia International Trade and Exhibition Centre (Mitec).

The statement came after the Youth and Sports Ministry said earlier today that it would withhold approval for the event until the alcohol sponsorship was terminated. It also required all related branding, logos and promotional material to be removed from marketing channels and the competition venue.

The ministry said the organiser’s licence application was still under review, and that the government had neither approved the event nor provided any funding for it.

It cited Article 5.2 of the Safe Sport Code (3rd Edition, 2024). The article bars companies involved in tobacco, e-cigarettes and alcoholic beverages from sponsoring, advertising, merchandising, offering prizes or displaying trademarks at 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.

The ministry also reminded the organisers that running a sports event without a licence from the Commissioner of Sports Malaysia breaches Section 36(1) of the Sports Development Act 1997. Offenders face a fine of between RM50,000 and RM500,000, up to five years’ imprisonment, or both.

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在青年和体育部拒绝批准2026年吉隆坡Hyrox健身赛的赛事，除非终止酒精赞助后，Hyrox Malaysia发表道歉声明，并宣布将不再与嘉士伯合作举办该赛事。

该部强调要遵守其《安全运动准则》，该准则禁止在官方认可的体育赛事中进行与烟草、电子烟和酒精相关的赞助。

Hyrox Malaysia承认在文化敏感性方面存在疏忽，并已与嘉士伯达成一致，将此次合作排除在该活动之外。

该活动定于12月在马来西亚国际贸易展览中心举行。

吉隆坡，11月4日讯——马来西亚Hyrox公司已就即将举行的2026年Hyrox吉隆坡健身赛与嘉士伯啤酒品牌的合作表示道歉和道歉，并表示将不再续签双方的合作关系。

青年和体育部今天早些时候拒绝批准这项健身活动，除非组织者与酒类赞助商断绝关系。

主办方今天在其 Instagram 账号上发表声明称，地区公告中将嘉士伯列为合作伙伴的消息引起了担忧和反感。

“我们理解这为何会引起担忧和冒犯，我们也应该更加重视马来西亚社群的宗教信仰和文化价值观。”

“我们犯了错误，我们对此承担责任，”声明中写道。

主办方表示，决定不让该合作伙伴参加马来西亚站比赛是与嘉士伯共同做出的。

声明还直接向参赛者致辞，表示认可他们投入的训练时间和精力，并期待在起跑线上见到他们。

Hyrox Kuala Lumpur 2026 计划于 12 月 10 日至 13 日在马来西亚国际贸易展览中心 (Mitec) 举行。

此前，青年和体育部今天早些时候表示，在终止酒类赞助之前，将暂不批准该赛事。该部还要求从营销渠道和比赛场地移除所有相关的品牌标识、标志和宣传材料。

该部表示，主办方的许可证申请仍在审核中，政府既没有批准该活动，也没有为其提供任何资金。

它引用了《安全运动守则》（第三版，2024 年）第 5.2 条。该条款禁止烟草、电子烟和酒精饮料相关公司赞助、宣传、销售商品、提供奖品或在由该部及其下属机构批准或支持的体育活动中展示商标。

青年和体育部长穆罕默德·陶菲克·乔哈里在一份声明中表示：“该部将毫不妥协地确保所有参与者拥有安全健康的体育环境。”

该部还提醒主办方，未经马来西亚体育专员许可举办体育赛事违反了1997年体育发展法令第36(1)条。违者将面临5万至50万令吉的罚款、最高五年监禁，或两者并罚。

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