PUBLISHED ONNovember 05, 2026 10:55 AMBYKhoo Yi-HangHyrox Malaysia has apologised after Carlsberg was incorrectly listed as the competition's "official beer partner", according to posts to its social media pages on Wednesday (Nov 4).
"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," Hyrox Malaysia said in a Facebook post.
"We got this wrong, and we take responsibility for that."
The quick retreat followed mounting outrage on social media, where local participants expressed dismay over promoting alcohol at an event aimed at health and fitness.
The blunder stemmed from a regional marketing template: Carlsberg had recently inked a multi-market partnership with Hyrox across major Asian cities.
However, Hyrox inadvertently published promotional materials using the generic regional layout, failing to carve out the Malaysian leg to reflect local restrictions.
Together with the brewer, Hyrox Malaysia stated that their regional partnership will not be extended to the Malaysian leg of the race, which is scheduled for Dec 10 to 13 at the Malaysia International Trade and Exhibition Centre.
Carlsberg Malaysia also clarified on its Instagram page that it was never a sponsor of Hyrox Kuala Lumpur 2026 and holds no commercial involvement in the upcoming fitness competition, Malay Mail reported.
"At Carlsberg Malaysia, we adhere to the country's local laws, regulations, and respect cultural sensitivities," the brewer said.
This comes after Malaysia's Ministry of Youth and Sports (KBS) warned that Hyrox Kuala Lumpur 2026 would not be granted operating approval unless Carlsberg withdrew all branding from the event.
Malaysian Minister Mohammed Taufiq Johari explained that the brewer's presence as the "official beer partner" violates their Safe Sport Code, which must be complied with for the event to be organised.
"KBS' position on this matter is firm: KBS will not approve the organisation of this event if the sponsorship by an alcoholic beverage company is not fully withdrawn," Mohammed Taufiq said.
"This includes the removal of all logos, trademarks and promotional materials related to the company from all official event channels and the competition venue."
He added: "KBS will not compromise in ensuring a safe and healthy sporting environment for all participants."
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