Muslim entrants are threatening to pull out of Malaysia’s first Hyrox fitness competition over a partnership with beer brand Carlsberg, as authorities warn organisers that approval will be withheld unless the alcohol sponsorship is scrapped.
The tie-up has angered some participants who say it conflicts with both their faith and the event’s promotion of fitness, highlighting tensions over alcohol marketing in Muslim-majority Malaysia.
On Wednesday, Youth and Sports Minister Mohammed Taufiq Johari confirmed 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.