Abu Dhabi Motorsports Management (ADMM) and Flash Entertainment (Flash) have officially integrated their activities and operations, combining the complementary expertise of the two entities to launch a new powerhouse that will shape the future of events, entertainment, and venue management throughout the Middle East and beyond.
The company has been named ‘Ethara’ – meaning ‘thrill’ in Arabic – and launches today (May 15). Its ambition is to shape the untapped and unique opportunities in the live events space while continuing to deliver growth that has firmly positioned the Middle East on the global entertainment stage.
Ethara is led by Saif Al Noaimi, formerly the CEO of Abu Dhabi Motorsports Management and Board Member of Flash Entertainment, who will bring his proven leadership to drive commercial expansion across new markets.
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 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 and festivals, as well as many more spanning sport, music, culture, entertainment, corporate, and MICE events.
Also published on Medium.
