Best to follow how the locals do things

THE recent controversy surrounding the proposed Hyrox event in Malaysia highlights the importance of understanding cultural sensitivity, regulatory compliance and the local context when organising international sporting events.

In fact, it offers an opportunity to examine how international events can thrive while respecting the values and expectations of their host societies.

But there is a curious tendency in these debates: when a commercial arrangement encounters an established boundary, the conversation sometimes shifts from whether the arrangement is appropriate to whether the boundary itself is reasonable.

Before we casually label Malaysia a conservative society, perhaps we should ask: “Conservative by whose standards?” We have developed a peculiar habit of treating conservatism as though it were an embarrassing medical diagnosis while assuming that anything described as progressive must automatically be enlightened.

Every country has its own history, values, social expectations and legal framework. That does not necessarily make one society superior and the other backward. It makes them different.

We readily celebrate cultural diversity when travelling abroad. We admire traditions, respect local customs and remind ourselves to behave appropriately.

Yet, when Malaysia expects similar consideration, some suddenly discover an irresistible urge to lecture the country about modernity.

Let’s establish something fundamental; laws and regulations are not optional recommendations to be followed only when they complement a business proposal.

Where existing requirements prohibit or restrict certain sponsorship arrangements, compliance is obligatory regardless of personal preferences.

Event organisers are expected to conduct proper due diligence before committing to sponsorship agreements. That includes understanding applicable regulations, approval conditions and the sensitivities of the communities in which their events take place.

This is not an extraordinary demand; it is Event Management 101. A commercially attractive sponsorship may look impressive in a presentation, but if it creates foreseeable regulatory difficulties, perhaps someone should have asked a few more questions before confirming the deal.

After all, crisis management is considerably cheaper when the crisis never happens.

There is also an interesting question of brand alignment. Hyrox celebrates physical fitness, discipline, endurance and healthy competition. One would imagine hydration, nutrition and sporting performance offer a reasonably promising starting point.

Another familiar argument is that similar sponsorship arrangements are permitted in other countries. Indeed, they may be. But Singapore is not Malaysia. Australia is not Malaysia. And Malaysia is not obliged to become any of them.

When Malaysian businesses operate overseas, they must comply with local requirements. We do not expect foreign governments to rewrite their regulations because our preferred business model works better elsewhere.

Respecting a country’s boundaries does not mean endorsing every aspect of its policies. It simply means recognising that commercial ambition operates within a legal and social environment, not above it.

The sensible response to the Hyrox controversy is neither moral grandstanding nor defensive outrage. It is to clarify the applicable requirements, resolve any incompatible sponsorship arrangements, engage the authorities and reassure participants.

Most importantly, avoid turning an operational issue into an unnecessary cultural confrontation. The public should not be made to feel that their values are an obstacle to commercial success.

Ultimately, a mature society can embrace international sporting events while maintaining its own principles.

PROF MOHD SAID BANI CM. DIN

Petaling Jaya