Legend FC announces new strategic partners

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Legend FC 12 in Guangzhou served as a relaunch event for the MMA promotion.

Legend Fighting Championship has announced two strategic partners have joined its board ahead of the organisation’s plans to expand into the Greater China region.

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

Attar and his firm, Paradigm Sports Management, represent more than 40 of the world’s leading athletes across the NFL, Bellator and UFC, including some iconic names in MMA from Conor McGregor to China’s Li Jingliang, Michael Bisping, Cris Cyborg, Tony Ferguson and Megan Anderson.

In 2017 was a co-promoter of the historic McGregor vs. Mayweather mega-fight in Las Vegas.

Matthew Kwok (centre) on stage at Legend FC 12.

Legend FC has also announced Berjaya Assets Bhd, one of Malaysia’s largest conglomerates, as a strategic investor in the promotion.

Berjaya Asset’s business are many and varied and include gaming, property development and investment. Berjaya’s major shareholder own some of the world’s largest sports assets and will bring a wealth of experience from its management of Cardiff City Football Club, FK Sarajevo, KV Kortrijk and co-ownership of Los Angeles FC.

“When people think of the origins of MMA in the Asia-Pacific region they immediately think of the Legend FC brand,” said Attar.

A new-look Legend FC.

“Legend FC is a pioneer of mixed martial arts and together we will chart a new and exciting course for the sport. I couldn’t be more excited about this announcement today and about where the future might lead us.”

China Focused

Legend FC Chairman Matthew Kwok said the new strategic partners bring extensive leadership and experience to the sport of MMA.

“There is a proven global pedigree, but perhaps most importantly a strong understanding, respect and appreciation for China,” he said.

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

Legend says its next show will be announced in coming weeks.

Legend returned with its relaunch event, Legend 12, on 15 September 2018 in Guangzhou, China.

The promotion held its first-ever event in Hong Kong back in January 2010 and went on to shape Asia’s MMA scene for years, launching the careers of up-and-coming fighters onto the international stage.

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

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