Abu Dhabi Motorsports Management and Flash Entertainment form Ethara 

Featured Image: Abed Ismail on Unsplash

Abu Dhabi Motorsports Management and Flash Entertainment have integrated their activities and operations to launch a new company around events, entertainment and venue management, catered to the Middle East and further afield. 

The company has been named ‘Ethara’ which means ‘thrill’ in Arabic and was launched earlier this week. Ethara will be led by Saif Al Noaimi, who was formerly the chief executive of Abu Dhabi Motorsports Management and board member of Flash Entertainment.

He 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.”

The two companies have collectively conceptualised, produced, promoted and delivered more than 700 major events in their 15 years of running. These events include the Formula 1 Abu Dhabi Grand Prix, Yasalam after-race concerts, Mubadala World Tennis Championships, FIFA Club World Cup, AFC Asian Cup, NBA Abu Dhabi games, UFC, festivals, corporate events and more.

Al Noaimi added: “Ethara provides an exceptional platform to realise our collective potential and create experiences of the future, today. Ethara is a people-first event, and entertainment powerhouse that promotes and delivers best-in-class experiences.”

Ethara will continue to oversee a number of venues including Etihad Park, Etihad Arena, Abu Dhabi’s Yas Marina Circuit as well as the Yas Conference Centre.