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Ethara CEO Saif Al-Noaimi claims new events firm will deliver ‘unrivalled experiences’

Saif Al-Noaimi is always on the move, as befits someone who oversees the Formula One Abu Dhabi Grand Prix.

“I check everything out, over the weekend, and before the weekend,” the chief executive officer of the newly formed events company Ethara, told Arab News.

“It’s part of our quality assurance and control to make sure that all of our products meet our standards and our expectations.”

The F1 season-closing race may be six months away, but already demand for tickets is hot, and, at an event held at the Louvre Abu Dhabi, Al-Noaimi has announced several new venues and the identity of three of the post-race performers.

He said: “The demand is unprecedented. We went on sale in February, and within weeks, we were pretty much sold out of the majority of our products.

“And we worked really hard over the last few months to make sure that we don’t disappoint people that are late to buy and have missed out on that, on what was on sale back in February.”

Ethara is the result of a merger between Abu Dhabi Motorsports Management, and Flash Entertainment. In the past, both firms have been involved in putting on some of the UAE’s biggest sporting and entertainment events.

Al-Noaimi pointed out that “integration” was the name of the game.

“Ethara means excitement, and that’s what we’re all about, we’re about delivering events and managing venues, and making moments that matter. That’s our focus.

“So Ethara brings in 300 event and venue specialists under one structure and one umbrella and creates a capability that’s unrivalled in the region.

“If you look at the portfolio of what the team in Ethara has delivered over the 15 years in both ADMM and Flash Entertainment, we’ve delivered over 700 major events. We’ve had over 16

Read more on arabnews.com