South China Morning Post; Malaysia
Iman Muttaqin Yusof in Kuala Lumpur, 4 November 2026
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 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 statement on Wednesday. “We got this wrong, and we take responsibility for that.”
Earlier on Wednesday, Youth and Sports Minister Mohammed Taufiq Johari said that the four-day event, scheduled for December 10 to 13 at the Malaysia International Trade and Exhibition Centre in Kuala Lumpur, had yet to be approved after a promotional announcement naming Carlsberg as the event’s “official beer partner” circulated online.