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Abu Dhabi’s state-owned promoter Flash Entertainment has merged with Abu Dhabi Motorsports Management (ADMM) to form new live entertainment giant Ethara.
The two companies formally integrated their events and operations, combining their expertise to launch Ethara, which promises to “shape the future of events, entertainment and venue management across the Middle East and beyond”.
Ethara has offices in Abu Dhabi, Dubai and Riyadh and will be led by former ADMM CEO and Flash board member Saif Al Noaimi, who will drive commercial expansion into new markets.
“By combining our strengths, we are well positioned to create important and memorable moments,” said Al Noaimi. “By bringing together the events and operations of two pioneering entertainment and event management giants in Abu Dhabi, Ethara will further establish the emirate as an economic engine for the local, regional and international entertainment, event management and sports industries.”
Ethara’s ambition is to “shape the unique and untapped opportunity in the live events space while continuing to grow and establish the Middle East on the global entertainment scene”.
“We have unparalleled expertise, experience, knowledge and skills that will drive Ethara’s success far beyond what any one company could achieve alone”
“We have unparalleled expertise, experience, knowledge and skills that will drive Ethara’s success far beyond what any one company could achieve alone – all powered by world-class creativity and innovation,” added Al Noaimi road.
Flash, led by CEO John Lickrish, launched in 2008, opened its Saudi headquarters in Riyadh last September. In the 15 years since its inception, ADMM and The Flash have jointly hosted more than 700 major events, including the Formula 1 Etihad Airways Abu Dhabi Grand Prix, the Yasalam Post-Race Concert and the FIFA Club World Cup.
Ethara – meaning “stimulus” in Arabic – will continue to manage and oversee the portfolio of assets, including Etihad Parks, Etihad Arena, Abu Dhabi Formula 1 Circuit, Yas Marina Circuit and Yass Convention Centre.
News of the merger comes weeks after European live performance group All Things Live (ATL) launched a new operation in the region, led by veteran promoter Thomas Ovesen.
Ovesen has over 20 years experience in the region, having worked with venues and promoters in Dubai such as Coca-Cola Arena, 117 Live and Done Events Start your own company TOP Entertainment. The partnership is the result of a previous collaboration between TOP and ATL and a desire to fast-track long-term plans, build synergies and capture opportunities across the region.
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