I think this is good for all strength sports. With non-stick-ball sports becoming larger markets, it will make business sense to cater to these markets. More products, more media coverage, more sponsorship. Already Crossfit has helped expand the market for barbells, plates/bumpers, weightlifting gear, etc.
Also, Crossfit in and of itself isn't that silly. The fitness concept does work and is useful for a large population of people who have no sport-specific desires. What is silly about Crossfit are the cultish aspects, extremists, and poor trainers, but that is true for pretty much anything--sports, business, politics, etc. It just may be that Crossfit is/was a natural fit for people that associate with those characteristics, people who want to grab attention, do the hot new thing, and push boundaries. I tend to think that Crossfit's nonsense may have peaked, or will be peaking soon. I think a lot of people within the Crossfit community are starting to realize things may have gone too far, and with this sponsorship deal and others like it, there will be pressure to moderate the extreme elements. Of course, I could be wrong.