Hong Kong-based Legend FC Expands its Reach
    2012-10-23 13:55:08     CRIENGLISH.com      Web Editor: Liuyuanhui
Hong Kong-based fight promotion Legend Fighting Championship strikes a television deal which is set to boost the image of some of the promotion's elite Chinese fighters throughout the Asia-Pacific region.
By Stuart Wiggin

Legend Fighting Championship (Legend) is the Asia-Pacific Championship of Mixed Martial Arts (MMA). Legend, based in Hong Kong, invites professional martial artists from throughout China and the Asia-Pacific region to compete in a freestyle tournament using skills drawn from a range of martial arts disciplines including the Chinese form of kickboxing sanda, wushu, jiujitsu, muay thai, boxing, and wrestling in supervised matches under a strict set of rules designed to promote athlete safety. Legend's programming, broadcast in both Mandarin Chinese and English, incorporates and celebrates the region's unique history, cultures, and thousands of years of martial arts traditions.
As the sport of MMA begins its methodical rise in China, Legend FC is attempting to spread its brand throughout the wider Asia-Pacific region. As a result, Sony Pictures Television Networks, Asia and Hong Kong-based Legend have sealed an agreement to broadcast Legend on the AXN channel in 21 territories across the region. The deal, which grants AXN first and exclusive rights to all Legend events from October 2012 through to August 2013, represents a massive step forward in growing the Hong-Kong based promotion. Since January 2010, Legend has held 10 events, the most recent of which included some twenty fighters from Australia, China, Chinese Taipei, Hong Kong, India, Indonesia, Japan, Malaysia, Mongolia, New Zealand, the Philippines, South Korea and Thailand, competing in six weight classes from Bantamweight through to Light Heavyweight.

On this new development, Ricky Ow, Executive Vice President and General Manager, Networks, Asia, Sony Pictures Television said, "We are very excited to be partnering with Legend to showcase some of the best and most established Asian MMA fighters. Many of these fighters are already household names in Japan, Korea and China, where LFC has a huge following. We have no doubt that our broadcast of these thrilling fights on AXN will further enhance the popularity of LFC, especially amongst our viewers across South East Asia."

Chris Pollak, Managing Director of Legend Fighting Championship was also enthusiastic about the deal, stating, "This partnership with AXN begins an exciting new chapter in the Legend story. Since Legend was established, we have dedicated ourselves to growing the sport of MMA here in the Asia-Pacific and giving fighters from this region the opportunity to compete in a world-class organization. AXN is Asia's premiere platform for entertainment, and we are excited to bring the best in Asia-Pacific MMA to their audience, particularly since so many of Legend's elite fighters hail from AXN's key broadcast markets."

Launched first in Asia in 1997, AXN has become an international channel brand that is now seen across 60 countries globally including Latin America and Europe. In Asia, the channel is now watched by 154 million viewers in more than 104 million homes across 21 countries, including close to 50 million households on a time-block basis in China. The deal will almost certainly help to increase the profile of some of China's most elite fighters, such as China Top Team's Li Jingliang, undefeated Xinjiang prospect Tuerxun Jumabieke and the current Legend Middleweight champion Liu Wenbo. Compared to their peers fighting in North America, China's elite mixed martial artists do not yet receive the same amount of attention or recognition which ultimately translates into financial gain. However, the new television deal struck by Legend will help increase the level of exposure for all fighters currently on Legend's roster.

Source: Legend Fighting Championship with additions from Stuart Wiggin


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