Facebook cut a deal with CrossFit that will see Facebook Live carry live events and shoulder programming through the year. Specific deal terms were not released, but Facebook paid an undisclosed fee for the programming, which also will be streamed via YouTube and Games.CrossFit.com. Previously, CrossFit carried its events on its own website. “We’re splitting our audience to a certain extent, but we also feel like we’re getting new lift and new engagement by having it on multiple platforms,” said CrossFit Games GM Justin Bergh. “We’re always looking for better ways to serve our community. This gave us new tools that allowed us to talk and listen in a way that was going to make the experience for our fans different than anything they’ve had before.” The deal kicks off Friday with the CrossFit Regionals, with Facebook Live carrying at least eight hours each day of event programming from the East and South Regionals (May 19-21), Pacific, California and Central Regionals (May 26-28) and Meridian, West and Atlantic Regionals (June 2-4). Deal terms have Facebook carrying up to 40 live shows throughout the year, including the CrossFit Games, scheduled for Aug. 1-6 in Madison, Wis. The deal also includes shoulder programming, like “Coaches Corner” and “Frenemy Friday” that promise a lot of behind-the-scenes access to the events. For Facebook, this deal represents another example of the increasing importance it places on live sports. “Few things bring people together like live sports events, so we look forward to fans on Facebook rallying around CrossFit's biggest moments,” said Dan Reed, Facebook’s head of global sports partnerships.
