AMD have been offering Freesync over HDMI for a while now, ahead of the standards, as they didn't want to wait for it to finish grinding through the committee. Apparently it's implemented as a vendor-specific extension (which the HDMI spec allows for).AFAIK Freesync is simply AMDs marketing name for their implementation of the HDMI 2.1 VRR (variable refresh rate) standard. It's never been a proprietary standard like Nvidia g-sync.
See HDMI 2.1 standard here. VRR is part of it: http://www.hdmi.org/manufacturer/hdmi_2_1/index.aspx
http://www.amd.com/Documents/freesync-hdmi.pdf
Prior to that, it was DisplayPort-only, where it was just a marketing name for VESA adaptive sync which was part of the DP1.2a standard.
Freesync over HDMI has only been implemented in a few gaming monitors, though, so for wider takeup we'll be waiting for the standard to be completely finalized and implemented in TVs (probably next year's models at this point, and while I'd like to hope they won't restrict it to the top-end models only, that seems like exactly the kind of move a TV manufacturer would pull).