Abu Dhabi Motorsports Management and Flash Entertainment form events management company

Abu Dhabi Motorsports Management (ADMM) and Flash Entertainment have joined forces to launch a new events, entertainment, and venue management operation.

The two entities have officially integrated their activities and expertise to form Ethara – Arabic for "thrill".

The ambition of Ethara 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.

It was announced on Monday that Saif Al Noaimi, formerly chief executive of ADMM and board member of Flash Entertainment, will head Ethara by bringing his proven leadership to drive commercial expansion across new markets, organisers said.

“By combining our strengths, we are perfectly positioned to make memorable moments that matter,” Al Noami said at the launch ceremony.

“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.”

Saif Al Noaimi, CEO of Abu Dhabi Motorsports Management speaks during the Formula One Etihad Airways Abu Dhabi Grand Prix 2023 official launch at Yas Island, Abu Dhabi. Khushnum Bhandari / The National

ADMM and Flash have collectively conceptualised, produced, promoted, and delivered more than 700 major events to in excess of 16 million fans in the 15 years since their inception.