Abu Dhabi firms merge to form live powerhouse

Flash Entertainment and Abu Dhabi Motorsports Management have combined to launch events, entertainment and venue management business Ethara

News By James Hanley | 17 May 2023

Ethara is led by CEO Saif Al Noaimi, who will bring his proven leadership to drive commercial expansion across new markets.
Ethara CEO Saif Al Noaimi

Abu Dhabi’s state-owned promoter Flash Entertainment has merged with Abu Dhabi Motorsports Management (ADMM) to form new live entertainment powerhouse Ethara.

The companies have officially integrated their activities and operations, combining their expertise to launch Ethara, which promises to “shape the future of events, entertainment and venue management throughout the Middle East and beyond”.

With offices in Abu Dhabi, Dubai, and Riyadh, Ethara will be led by former ADMM CEO and Flash board member Saif Al Noaimi, who will…

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