IHH Healthcare climbs the brand ladder at Malaysia’s biggest towerrunning event

IHH Healthcare Malaysia has stepped up its brand presence at The IHH Sky Race, embedding more than 200 medical personnel into the towerrunning event as part of a newly signed three-year partnership.

The healthcare group has come on board as title partner and official medical provider of the race, which returned to Menara Merdeka 118 on 22 and 23 August for its second edition.

When A+M reached out, Jeffrey Ross, managing director of Fresh Events Asia and race director of The IHH Sky Race, said the event's growing international appeal has been driven by several factors, including recommendations from past participants.

“We saw groups coming from overseas and using The IHH Sky Race as a shoulder event on the way to the Sydney Marathon the week after,” Ross said. “This was very interesting to see. Finally, Malaysia’s most iconic landmark, which is also the second tallest building in the world, is a huge pull factor for international participants to sign up.”

The event recorded 7,797 finishers this year, up from 5,602 last year, earning it a new Malaysia Book of Records title for 'Largest participation in a towerrunning event'.

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For IHH, the three-year partnership provides a longer-term platform to build its association with the race, while its role as official medical provider puts the healthcare group's expertise directly into the participant experience.

More than 200 IHH medical personnel were deployed across the race weekend, moving the partnership beyond traditional event branding and into on-ground healthcare support.

IHH Healthcare Malaysia CEO Dr Kamal Amzan framed the tie-up around a broader brand narrative connecting the discipline of race training to sustained health habits. 

He said, “The finish line was at Level 118, but the climb began much earlier, with the preparation and resolve each participant brought to the race. Better health is built in much the same way, through choices sustained over time. That was what this weekend brought to life.”

The race's expanded two-day format also contributed to its record participation.

“This year's expanded two-day format allowed us to welcome more participants than ever before, and the response has exceeded our expectations,” Ross said.

Main Partner EBENE, a health and wellness brand known for its knee guards, also activated around the event with a sports recovery session. The session attracted 1,127 participants, earning EBENE a Malaysia Book of Records title for 'Most participants in a sports recovery session'.

Backed by Malaysia's Ministry of Tourism, Arts and Culture, The IHH Sky Race is also being positioned as a sports tourism event. This year's edition attracted participants from more than 78 countries.

Looking ahead, Ross said organisers are already planning next year's race based on feedback from this year's participants.

“We are definitely not one to rest on our laurels, and we are already planning next year’s race with feedback from our participants from this year. A lot of the Elite runners that we have spoken to have expressed their interest to participate again next year, and this is the encouragement that we need,” he said.

Beyond the race, a four-day Sky Race Village at Stadium Merdeka featured food and beverage stalls, interactive games, an expo and live entertainment.

The wider activation forms part of the Merdeka 118 Precinct's efforts to establish the development as a destination where Malaysia's past, present and future converge.

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