Malaysia’s debut Hyrox fitness event in beer sponsorship row

Asia - South China Morning Post · Nov 4, 2026

Organisers of Malaysia’s first Hyrox fitness competition agreed on Wednesday to exclude the event from a partnership with beer brand Carlsberg after Muslim entrants threatened to pull out and authorities warned they would withhold approval over the alcohol sponsorship. The tie-up had angered some participants who said it conflicted with both their faith and the event’s promotion of fitness, highlighting tensions over alcohol marketing in Muslim-majority Malaysia. “We understand why this has...