Abu Dhabi Motorsports Management and Flash Entertainment combine to launch Ethara entertainment entity

The Middle East gains a new events, entertainment, and venue management powerhouse as Abu Dhabi Motorsports Management (ADMM) and Flash Entertainment (Flash) officially integrate their activities and operations to form Ethara. A completely new entity, Ethara means ‘thrill’ in Arabic. It gets launched in Abu Dhabi to tap into unique opportunities in the live events space whilst maintaining its growth delivery that positioned the Middle East as a leader on the global entertainment stage. Ethara will be led by Saif Al Noaimi, formerly the CEO of Abu Dhabi Motorsports Management and a Board Member of Flash Entertainment. ADMM and Flash jointly boast a strong resume of delivering over 700 major events to over 16 million fans in the 15 years since their inception. Events such as the Abu Dhabi Formula 1 Grand Prix, FIFA Club World Cup, NBA Abu Dhabi Games, UFC, national celebrations and festivals are among its most high-profile jobs carried out. Ethara will welcome the teams from both organisations whilst retaining its impressive portfolio of assets, including Etihad Park, Yas Marina F1 race circuit, Etihad Arena, and its headquarters in Abu Dhabi’s Yas Island. “Ethara is a people-first event, and entertainment powerhouse that promotes and delivers best-in-class experiences.” said Al Noaimi.

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