Abu Dhabi Motorsports Management (ADMM) and Flash Entertainment have merged their activities and operations to create what is intended to be a new venue and events management powerhouse for the Middle East.
Ethara – meaning ‘thrill’ in Arabic – will be led by Saif Al Noaimi, formerly the CEO of ADMM and board member of Flash, who will seek to drive commercial expansion across new markets.
Al Noaimi, CEO of Ethara, said: “By combining our strengths, we are perfectly positioned to make memorable moments that matter. By integrating the activities and operations of two of Abu Dhabi’s pioneering entertainment and event management titans, Ethara will further establish the Emirate as an economic engine in the entertainment, event management, and sports industries, locally, regionally, and internationally.
“We have an unrivalled wealth of expertise, experience, knowledge and skills, which will propel Ethara’s success far beyond what either company could achieve alone – all powered by world-class creativity and innovation.”
ADMM and Flash have collectively conceptualised, produced, promoted, and delivered over 700 major events to more than 16 million fans in the 15 years since their inception. These events have included Formula 1’s Abu Dhabi Grand Prix, the Mubadala World Tennis Championships, football’s FIFA Club World Cup and AFC Asian Cup, NBA Abu Dhabi Games, and Ultimate Fighting Championship (UFC) events.
Ethara will continue to manage and oversee a portfolio of assets that includes: Etihad Arena, the Middle East’s largest indoor multi-purpose facility; Etihad Park, the region’s largest open air venue; Abu Dhabi’s Formula 1 track, Yas Marina Circuit; along with the Yas Conference Centre.
Ethara will unite teams from both ADMM and Flash under the new entity across offices in Abu Dhabi, Dubai and Riyadh.
“Ethara provides an exceptional platform to realise our collective potential and create experiences of the future, today,” said Al Noaimi. “Ethara is a people-first event, and entertainment powerhouse that promotes and delivers best-in-class experiences.”