ADMM, Flash Entertainment merge to form ‘Ethara’


The two Abu Dhabi-based event management powerhouses have combined to deliver over 700 major events over the last 15 years.

Their name will be their calling card as two of the biggest event management companies in Abu Dhabi – Abu Dhabi Motorsports Management (ADMM) and Flash Entertainment – have merged to form a new company called ‘Ethara’.

In Arabic, Ethara translates to ‘thrill’, and the new entity aims to capitalise on unique opportunities in the live events space.

With offices in Abu Dhabi, Dubai, and Riyadh, it will conceptualise and execute events, entertainment, and venue management in the Middle East and beyond.

In 15 years since their inception, ADMM and Flash have collectively delivered over 700 major events to more than 16 million fans, including 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, and many more spanning sport, music, culture, entertainment, corporate, and MICE events.

Saif Al Noaimi, who previously served as the CEO of ADMM and as a board member of Flash Entertainment, will head Ethara as its CEO.

“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 entertainment, event management, and sports industries, regionally, and internationally,” said Al Noaimi.

“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.”

Ethara will continue to manage and oversee an impressive portfolio of assets, including Etihad Park, the region’s largest open-air venue; Etihad Arena, the Middle East’s largest indoor multi-purpose entertainment venue, Yas Marina Circuit, along with the Yas Conference Centre.