HYROX Malaysia Drops Carlsberg Partnership After KBS Warning, Public Backlash

The organiser admits it got the decision wrong and withdraws the beer partnership after KBS threatened to withhold approval for the December race.

The Rakyat Post Ikhwan Zulkaflee · News & blogs · 24 min ago

Key takeaways

HYROX Malaysia ended its Carlsberg partnership after public backlash and a KBS warning over alcohol sponsorship in a fitness event.

HYROX Malaysia ended its partnership with Carlsberg for the Kuala Lumpur race.
KBS warned against alcohol sponsorship in the event and threatened to reject it.
HYROX acknowledged failing to respect cultural and religious values of Malaysians.

Summarised automatically by AI from the original article by The Rakyat Post. AI can make mistakes, so check the original for details.

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HYROX Malaysia has dropped its partnership with Carlsberg for its upcoming Kuala Lumpur race after facing public backlash and a stern warning from the Youth and Sports Ministry (KBS) over the involvement of an alcoholic beverage brand in the fitness event.

The organiser acknowledged its mistake in failing to consider the religious beliefs and cultural values of Malaysians, taking responsibility for the controversy surrounding the partnership.

In a statement issued on Wednesday, HYROX Malaysia said it had reached a decision with Carlsberg not to extend the regional partnership to the Malaysian race.

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Story details

Published: November 5, 2026 at 11:53 AM GMT+8
By: Ikhwan Zulkaflee
Section: Malaysia
Format: Article
Original: therakyatpost.com ↗

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Related reporting

6 stories on this topic from 5 sources, oldest first.

Nov 4, 2:44 PM GMT+8
Malay Mail Hyrox Malaysia says ‘we got this wrong’, ends Carlsberg tie-up for KL race
Nov 4, 4:29 PM GMT+8
Malaysiakini 'We got this wrong': Hyrox Malaysia drops Carlsberg sponsorship for December race
Nov 4, 4:54 PM GMT+8
Malaysiakini (BM) 'Kami silap': Hyrox Malaysia batal tajaan Carlsberg bagi acara Disember
Nov 4, 6:24 PM GMT+8
New Straits Times Hyrox Malaysia drops alcohol sponsorship after ministry warning
Nov 5, 9:23 AM GMT+8
Malay Mail Carlsberg Malaysia says it was never a sponsor of Hyrox Kuala Lumpur, cites local laws and cultural sensitivities
Nov 5, 11:53 AM GMT+8
The Rakyat Post HYROX Malaysia Drops Carlsberg Partnership After KBS Warning, Public Backlash (this story)

HYROX Malaysia Drops Carlsberg Partnership After KBS Warning, Public Backlash

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