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DUBAI: Abu Dhabi Motorsports Management has fully merged with Flash Entertainment and will operate under a new identity ‘Ethara’. The combined entity intends to become a regional heavyweight in entertainment and event management.
Saif Al Noaimi, former CEO of ADMM, said: “By combining our strengths, we are well positioned to create memorable moments that matter.” “By integrating the events and operations of two pioneering entertainment and events management giants in Abu Dhabi, Ethara It will further establish the emirate as an economic engine for the local, regional and international entertainment, event management and sports industries.”
Ethara will have offices in Abu Dhabi, Dubai and Riyadh.
Ethara will manage and oversee Etihad Park, the largest open-air venue in the region; Etihad Arena, the largest indoor multi-purpose, state-of-the-art entertainment venue in the Middle East; Yas Marina Circuit and Yas Conference in Abu Dhabi center.
Before merging, ADMM and Flash had conceived and delivered more than 700 major events for more than 16 million fans in their 15 years of existence. These include the Formula 1 Etihad Airways Abu Dhabi Grand Prix, Yasalam Post-Match Concert, Mubadala World Tennis Championships, FIFA Club World Cup and AFC Asian Cup to name a few.
Ethara’s direct focus
Ethara – which means “stimulus” in Arabic – has a priority of exploring untapped/unique opportunities in live events “while continuing to grow in the Middle East which is already firmly positioned on the global entertainment scene”.
“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.”
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