'Ethara is a people-first event, and entertainment powerhouse that promotes and delivers best-in-class experiences.'Įthara 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, state-of-the-art entertainment venue Abu Dhabi's iconic Formula 1® circuit, Yas Marina Circuit along with the Yas Conference Centre, offering versatile conference, meeting and events spaces with stunning Yas Island views.

'Ethara provides an exceptional platform to realise our collective potential and create experiences of the future, today,' said Al Noaimi. Through the combination of expertise, Ethara will now seek to drive reach through an innovative approach to technology and future-focused ambitions across key markets. These events have included 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, as well as many more spanning sport, music, culture, entertainment, corporate, and MICE events.Įthara welcomes the teams from both organisations under the new entity across offices in Abu Dhabi, Dubai, and Riyadh. He added: '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.'ĪDMM and Flash have collectively conceptualised, produced, promoted, and delivered over 700 major events to more than 16 million fans in the 15 years since their inception.

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