KBS threatens to block HYROX KL over beer sponsorship

KUALA LUMPUR – The Youth and Sports Ministry (KBS) has threatened to withhold approval for HYROX Kuala Lumpur over its reported partnership with an alcoholic beverage company, insisting that the sponsorship must be completely rescinded before the event can proceed. The ministry’s firm stance follows a viral screenshot announcing the brand as the “Official Beer Partner” of the fitness competition, which is scheduled to take place from Dec 10 to 13 at the Malaysia International Trade and Exhibition Centre (Mitec). In a statement today, minister Dr Taufiq Johari said the ministry viewed the matter seriously, stressing that the event’s licence application was still being processed and had yet to receive approval. He clarified that KBS had neither approved the event nor provided funding for its organisation. Taufiq said the proposed sponsorship directly contravened Clause 5.2 of the Safe Sports Code (Third Edition, 2024), which bars companies involved in tobacco, electronic cigarettes, and alcoholic beverages from organising, sponsoring, promoting, advertising, selling, or displaying their trademarks at sporting events approved or supported by the ministry and its agencies. The restriction also applies to facilities owned by KBS and its agencies. Taking an uncompromising position, Taufiq said his ministry would not greenlight HYROX Kuala Lumpur unless the sponsorship was completely withdrawn. This requires the immediate removal of all related logos, trademarks, and promotional materials from every official event channel, as well as the competition venue. Taufiq added that all entities applying for licences to organise sporting events must declare their formal commitment to upholding the Safe Sports Code during the application process. The minister also reminded organisers that Section 36(1) of the Sports Development Act 1997 (Act 576) prohibits companies from staging sporting activities without a valid licence issued by the Sports Commissioner. Those found violating the provision face fines ranging from RM50,000 to RM500,000, imprisonment of up to five years, or both. Taufiq stressed that the regulations apply equally to all organisers, regardless of the brand involved or the intended target audience of its marketing campaign. He reiterated that there would be no compromise when it comes to ensuring a safe and healthy sporting environment for all participants. The standoff casts a shadow of uncertainty over HYROX Kuala Lumpur’s December debut, with the event’s approval now hinging entirely on the total removal of the controversial sponsorship. - November 4, 2026 The post KBS threatens to block HYROX KL over beer sponsorship appeared first on Scoop .