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Abu Dhabi Motorsports Management and Flash Entertainment join forces to create event, entertainment and venue management powerhouse


ABU DHABI, UAE – Abu Dhabi Motorsports Management (ADMM) and Flash Entertainment (Flash) have formally integrated their activities and operations, combining the complementary expertise of the two entities to launch a new powerhouse that will shape the The Future of Events, Entertainment and Entertainment Venue management throughout the Middle East and beyond.

The company has been named “Ethara” — which means “stimulate” in Arabic — and launched today (May 15). Its aim is to shape unique and untapped opportunities in the live events space while continuing to grow and establish the Middle East on the global entertainment scene.

Ethara is led by Saif Al Noaimi, former CEO of Abu Dhabi Motorsports Management and board member of Flash Entertainment, who will bring his proven leadership skills to drive commercial expansion into new markets.

Al Noaimi, Chief Executive Officer of Ethara, said: “By combining our strengths, we are well positioned to create memorable moments that matter. Create an economic engine for the local, regional and international entertainment, event management and sports industries.”

He added: “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. “

In the 15 years since their inception, ADMM and Flash have together conceived, produced, promoted and delivered more than 700 major events for more than 16 million fans. These events include the Formula 1 Etihad Airways Abu Dhabi Grand Prix, Yasalam Post-Race Concert, Mubadala World Tennis Championships, FIFA Club World Cup, AFC Asia Cup, NBA Abu Dhabi Games, UFC, National Celebrations and festivals, and many events covering sports, music, culture, entertainment, corporate and MICE.

Ethara welcomes teams from both organizations under the new entity with offices in Abu Dhabi, Dubai and Riyadh. With this combination of expertise, Ethara will now seek to expand its presence in key markets through innovative technological approaches and future-oriented ambitions.

“Ethara provides a remarkable platform to realize our collective potential and create the experiences of the future today,” said Al Noaimi. “Ethara is a people-centred event and an entertainment hub that facilitates and delivers a first-class experience.”

Ethara will continue to manage and oversee an impressive portfolio of assets including: Etihad Parks, the largest open-air arena in the region; Etihad Arena, the largest indoor multi-purpose, state-of-the-art entertainment venue in the Middle East; Dhabi’s iconic Formula 1® circuit, Yas Marina Circuit; together with Yas Convention Centre, offers a versatile meeting, meeting and event space with stunning views of Yas Island.

The company will also cultivate and strengthen existing relationships with local and international partners that have been built since the inception of both organizations, and develop new partnerships for future debuts, ideas and events.


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