Legend FC poised to grow mixed martial arts in China

February 14, 2019 - 06:04
Legend FC poised to grow mixed martial arts in China

Key global partners include Audie Attar, President of Paradigm Sports Management and Malaysia’s Berjaya Assets Bhd


HONG KONG, CHINA - Media OutReach - 14 February 2019 - Legend Fighting Championship, a pioneer of mixedmartial arts in Asia, is pleased to announce two strategic partners have joinedits board ahead of the organisation's plans to expand into the Greater Chinaregion.


Audie Attar, President ofParadigm Sports Management, has joined Legend FC as a founding board member andwill play a pivotal role in the business as Legend FC continues to further thereach of MMA across Asia.

Attar and his firm, Paradigm Sports Management, headquartered in Irvine CA,represents more than 40 of the world's leading athletes across the NFL,Bellator and UFC, including some of the most iconic names in MMA from ConorMcGregor to China's Li Jingliang, Michael Bisping, Cris Cyborg, Tony Fergusonand Megan Anderson.

Over his 15 years in sports management Attar has negotiated the highest pursesand endorsement deals in MMA history and was co-promoter of the historicMcGregor vs. Mayweather mega-fight in Las Vegas.

Legend FC is also pleased to welcome Berjaya Assets Bhd, an associate ofBerjaya Group of Companies, one of Malaysia's largest conglomerates, as astrategic investor in the MMA promotion.

Berjaya Asset's business segments are gaming and related activities, propertydevelopment and property investment, and recreation. Berjaya's majorshareholder owns some of the world's largest sports assets and will bring awealth of experience from its management of Cardiff City Football Club, FKSarajevo, KV Kortrijk and co-ownership of Los Angeles FC.

"When people think of the origins of MMA in the Asia-Pacific region theyimmediately think of the Legend FC brand," said Audie Attar, President ofParadigm Sports Management.


"Legend FC is a pioneer of mixedmartial arts and together we will chart a new and exciting course for thesport. I couldn't be more excited about this announcement today and about wherethe future might lead us."

Legend FC Chairman Matthew Kwok added the new strategic partners bringextensive leadership experience to the sport of MMA.

"There is a proven global pedigree but perhaps most importantly a strongunderstanding, respect and appreciation for China," he said.

"After analyzing the market in Asia-Pacific and seeing the number of promotionsthat are trying so hard to become the next UFC, we decided to focus on theoriginal market that was of interest: China."

Legend returned with its relaunch event, Legend 12, on 15 September 2018 inGuangzhou, China. The promotion held its first-ever event in Hong Kong back inJanuary 2010 and went on to shape Asia's MMA scene for years, launching thecareers of up-and-coming fighters onto the international stage.


A date and location for Legend 13will be announced in the coming weeks.


For more updates on Legend FC,please visit www.legendfc.com, follow us on Twitter and Instagram @LegendFCMMAand like us on Facebook at www.facebook.com/LegendFCMMA.

About Legend Fighting Championship: Legend Fighting Championship(Legend FC) is China's original mixed martial arts (MMA) organisation, whichinvites national champion fighters from across Asia-Pacific to compete forregional supremacy. Legend is unique among MMA tournaments in that it focusesexclusively on Asia-Pacific fighters. Legend FC is also a stepping stone toenter international competitions. In 2018, Legend FC returned with a new look,and all-professional martial arts fighters from China under international MMArules.

About Paradigm Sport Management: Paradigm Sports Management breaks theconventional approach to offer a unique level of service that emulates ourclients discipline, passion, and determination. With over 17 years ofexperience, Paradigm Sports Management combines athletic, academic, andprofessional knowledge to create a formidable synergy, providing a full-serviceagency with an unmatched efficiency. Our hands on approach provides ourprofessional athletes and corporate clients with strategic, analytical andhonest guidance.

About Berjaya Assets Bhd: The company's business segments are gaming andrelated activities, property development and property investment, andrecreation.  Major sports assets owned by Berjaya's shareholders includeCardiff City Football Club, FK Sarajevo, KV Kortrijk and co-ownership of LosAngeles FC.