Ethara ‘thrill’ to bits entertainment plans


ADMM and Flash form event management company Image: Coliseum GSVA

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

‘The National’ stated that the two entities have officially integrated their activities and expertise to form Ethara – Arabic for “thrill”.

The Abu Dhabi Motorsports Management (ADMM) delivers hundreds of events and services that have transformed the Yas Island and Abu Dhabi into a world-class motorsports and events hub – the jewel in the crown being the Formula 1 Etihad Airways Abu Dhabi Grand Prix.

The Yas Island is an island in Abu Dhabi, United Arab Emirates. It occupies a total land area of 25 km². It is a leisure island and one of the largest tourism projects in Abu Dhabi. Yas Island holds the Yas Marina Circuit, which has hosted the Formula One Abu Dhabi Grand Prix since 2009.

The 60,000-capacity Yas Marina Circuit is the venue for the Abu Dhabi Grand Prix. The circuit was designed by Hermann Tilke (German engineer, racing driver and circuit designer), and is situated on Yas Island, near Abu Dhabi, the capital of the United Arab Emirates.

The Abu Dhabi Grand Prix is a Formula One motor racing event. It was announced in early 2007 at the Abu Dhabi F1 Festival in the United Arab Emirates. The first race took place on November 1st, 2009, held at the Hermann Tilke-designed Yas Marina Circuit.

Abu Dhabi (UAE)-based Flash Entertainment is Middle East’s leading entertainment company pioneering the future of events and experiences across sporting, music, community events, and more.

John Lickrish, CEO, Flash Entertainment, UAE, is a Member of Coliseum – Global Sports Venue Alliance.

‘The National’ further stated that 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 recently 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, organizers said.

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

These events have included the Formula One Etihad Airways Abu Dhabi Grand Prix, Yasalam After-Race Concerts, the Mubadala World Tennis Championship, FIFA Club World Cup™, the AFC Asian Cup, the National Basketball Association (NBA) Abu Dhabi Games, Ultimate Fighting Championship (UFC), as well as national celebrations and festivals.

Ethara welcomes the teams from both organizations under the new entity across offices in Abu Dhabi, Dubai and Riyadh (Saudi Arabia). Ethara will seek to drive reach through an innovative approach to technology and future-focused ambitions across key markets.

Added Al Noaimi, “Ethara provides an exceptional platform to realize 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 manage and oversee an impressive portfolio of assets, including the 25,000-capacity Etihad Park in Abu Dhabi, the region’s largest open-air venue, the 18,000-capacity Etihad Arena in Abu Dhabi, the Middle East’s largest indoor entertainment venue, and the Yas Marina Circuit, home of the season-ending F1 Abu Dhabi Grand Prix.

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