KUALA LUMPUR (Feb 14): Berjaya Assets Bhd and Paradigm Sports Management's president Audie Attar have joined the Legend Fighting Championship (FC) as founding board members ahead of the organisation's plans to expand into China.

"Legend FC is pleased to welcome Berjaya Assets Bhd, an associate of Berjaya Group of Companies, one of Malaysia's largest conglomerates, as a strategic investor in the MMA (mixed martial arts) promotion," Media OutReach reported.

Berjaya Assets' business segments include gaming and related activities, property development and investment, and recreation.

Its major shareholder owns 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, the report said.

Meanwhile, Attar and his firm Paradigm Sports Management, headquartered in Irvine, California, represents more than 40 of the world's leading athletes across America's National Football League (NFL), Bellator MMA and Ultimate Fighting Championship (UFC).

This includes some of the iconic names in MMA, such as Conor McGregor, China's Li Jingliang, Michael Bisping, Cris Cyborg, Tony Ferguson and Megan Anderson.

Legend FC chairman Matthew Kwok said the new strategic partners brought extensive leadership experience to the sport of MMA.

"There is a proven global pedigree but perhaps most importantly a strong understanding, respect and appreciation for China.

"After analysing 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," Kwok said.

Legend returned with its relaunch event, Legend 12, on Sept 15, 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.

At 11.28am, Berjaya Assets shares fell 1.75% or 0.5 sen to 28 sen with 733,000 shares traded.