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CrossFit and Facebook announced a new deal for the social network to stream live events from the fitness company. The new partnerships starts this Friday with the CrossFit Regionals and includes at least 40 live shows throughout the year, Sports Business Dailyreported Wednesday.

Facebook will host at least eight hours of each day's programming from both the East and the South Regionals from May 19 to 21, the Pacific, California and Central Regionals from May 26 to 28, and the Meridian, West and Atlantic Regionals from June 2 to 4.

It won't just be competitions. Facebook also will host programming including a show called "Coaches Corner" and "Frenemy Friday," with behind-the-scenes footage of events and other CrossFit activities.

Facebook paid for the programming, according to Sports Business Daily. There is no disclosure on whether or not it will include mid-rolls ads or another form of revenue. The events also will stream on YouTube and Games.CrossFit.com.

“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,” CrossFit Games General Manager Justin Bergh said in a statement.

For Facebook, the deal adds another reason to tune into live video on the social network, especially as it competes for live sports deals and audience attention with Twitter and Amazon. Twitter recently lost out to Amazon for the digital rights to stream NFL's Thursday night football games.

“Few things bring people together like live sports events, so we look forward to fans on Facebook rallying around CrossFit's biggest moments,” Dan Reed, Facebook’s head of global sports partnerships, said in a statement.

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