The Hollywood Reporter is reporting that CrossFit, Inc. has signed an agreement with talent agency, WME-IMG. The agreement will put WME-IMG in charge of promoting the CrossFit brand through various channels such as content, licensing, sponsorship and live events.

WME-IMG represents the NFL and NHL. In 2015, the company acquired the Miss Universe Organization from Donal Trump and in July 2016, it acquired the UFC for $4 billion.

Only time will tell how this agreement will affect the CrossFit Games and/or the 13,000+ CrossFit affiliates around the world.

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