From the statement given to FN:
“Our partnership with CrossFit HQ comes to an end later this year. Recently, we have been in discussions regarding a new agreement, however, in light of recent events, we have made the decision to end our partnership with CrossFit HQ.”
As part of their ongoing partnership, the CrossFit Games had been officially referred to as the “Reebok CrossFit Games” for the better part of a decade. However, it was announced last year that, no matter the outcome of further negotiations between the two companies, CrossFit would not be seeking an exclusive title sponsor for at least several more years.
Reebok’s deal with CrossFit also included the exclusive right to produce and sell branded apparel, including shoes and clothing. The multi-million dollar contract also included royalties paid to CrossFit on net sales of their licensed products, a part of the agreement that in 2018 caused CrossFit to bring suit over what they claimed were unpaid royalties. (That dispute was later settled.)
Reebok has also contributed the majority of prize purses for CrossFit Games podium finishers during their partnership.
In their statement to FN, Reebok continues:
“We will fulfill our remaining contractual obligations in 2020. We owe this to the CrossFit Games competitors, fans and the community.”
“What doesn’t change is our commitment and dedication to CrossFitters and the passionate CrossFit community. We’re so thankful for the strong bonds we’ve created with coaches, box owners and athletes around the world over the past 10 years. We want to especially thank Dave Castro, Nicole Carroll, Andy Stumpf, Steve Weiss and Jimi Letchford, who were instrumental in ensuring Reebok was welcomed by the community, so that we could do our part to help more people improve their lives through fitness.”
Featured image: @reebok on Instagram