This article first appeared in The Edge Financial Daily on February 15, 2019

KUALA LUMPUR: Berjaya Assets Bhd and Paradigm Sports Management 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).

They include 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.” Kwok said.