I can tell you that I did a match with them. They sent me a fully functioning AB Gold Card (with all the Oneworld perks), which was valid for 4 months. So it is a match vs. challenge, where they give you temporary Gold status, which is extended for a new year if you meet their challenge.

This is what was in the email sent to me:

"Enjoy the advantages of the topbonus Gold status for 4 months as a start,
and the status will be extended for one more year if you collect 17.000
status miles or fly at least 20 times within this period. If you accumulate
8.500 status miles or fly at least 8 times in the same period, you will get
our topbonus Silver status for one year."

There was nothing that suggested that the status miles had to be with AB (although the "20 times within this period" does mean with AB specifically). I cannot confirm this, I have taken one flight with CX and received the perks, but I was on a ticket that gave no FF miles anyway.