Reebok, and the sport of CrossFit has taken another giant leap this week, with the leading sports brand securing an exclusive multi-channel partnership with Eurosport.
The deal will see the 2012 Reebok CrossFit Fitness Championships broadcast throughout Europe over an 18 week period.
For those who don’t know, the 2012 CrossFit Fitness Championships is an event run by Reebok, and is part of their global marketing campaign promoting the sport.
The Championships will take place in 11 countries across Europe, and require participants to compete in a series of weekly WOD’s. Just like the CrossFit Games Open, athletes are able to submit their workouts via video uploads.
Eurosport has committed to airing 18 weekly episodes of a series called The Box, which will cover the event as it moves across the UK, Russia, Germany, Sweden and many other nations.
According the Reebok EMEA brand director Katrin Ley, the partnership is essential in the growth of the sport.
“The fact that Europe’s leading sports broadcaster is documenting and televising the 2012 Reebok CrossFit Fitness Championships demonstrate a shift in the way that people perceive and define fitness,” he said.
The first episode will air on April 18th.
Here’s a video of some athletes competing in the qualifying WOD: