Abu Dhabi Motorsports Management (ADMM) and Flash Entertainment (Flash) have joined forces to create a formidable event, entertainment, and venue management entity. The integration of their activities and operations has given birth to a new powerhouse named ‘Ethara,’ which derives its name from the Arabic word for ‘thrill.’ Ethara aims to tap into untapped opportunities in the live events space while solidifying the Middle East’s standing on the global entertainment stage.

Led by Saif Al Noaimi, former CEO of Abu Dhabi Motorsports Management and Board Member of Flash Entertainment, Ethara aspires to achieve commercial expansion in new markets. Al Noaimi expressed his excitement about the collaboration: “By combining our strengths, we are perfectly positioned to make memorable moments that matter.” Consolidating two pioneering entertainment and event management titans will firmly establish Abu Dhabi as an economic engine in the entertainment, event management, and sports industries.

Ethara boasts an unparalleled wealth of expertise, experience, knowledge, and skills, which will propel its success beyond what either company could have achieved individually. Fueled by world-class creativity and innovation, Ethara aims to revolutionize the industry.

Integrating the two entities to launch a new powerhouse in Ethara will shape the future of live events, entertainment and venue management throughout the Middle East and beyond.

Over the past 15 years, ADMM and Flash have organized over 700 major events, captivating over 16 million fans. Their impressive portfolio includes internationally acclaimed events such as the Formula 1 Etihad Airways Abu Dhabi Grand Prix, Yasalam After-Race Concerts, Mubadala World Tennis Championships, FIFA Club World Cup, AFC Asian Cup, NBA Abu Dhabi Games, UFC, national celebrations, festivals, and much more, encompassing sports, music, culture, entertainment, corporate events, and MICE events.

The new entity, Ethara, will bring together talented teams from both organizations, operating across offices in Abu Dhabi, Dubai, and Riyadh. Leveraging their combined expertise, Ethara aims to expand its reach through an innovative approach to technology and a forward-thinking mindset, targeting key markets.

According to Al Noaimi, “Ethara provides an exceptional platform to realize our collective potential and create experiences of the future, today.” With a people-centric approach, Ethara strives to deliver best-in-class experiences that captivate audiences.

Ethara will continue to oversee an impressive portfolio of assets, including Etihad Park, the largest open-air venue in the region, and Etihad Arena, the Middle East’s largest indoor multi-purpose state-of-the-art entertainment venue. Additionally, Ethara will manage Abu Dhabi’s iconic Formula 1® circuit, Yas Marina Circuit, and the Yas Conference Centre, which offers versatile conference, meeting, and event spaces with breathtaking views of Yas Island.

Furthermore, Ethara intends to nurture and strengthen relationships with local and international partners built over the years of both organizations’ operations. The company also looks forward to forging new partnerships, which will pave the way for groundbreaking events, unique ideas, and innovative activations.

In conclusion, Ethara’s emergence as a dominant force in events, entertainment, and venue management signifies a new era for Abu Dhabi. With a rich history of successful collaborations and an unwavering commitment to excellence, Ethara is set to reshape the industry landscape and deliver unparalleled experiences that will leave audiences in awe.

Written by: Don Power

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