Saif Rashid Al Noaimi is CEO of Ethara, an entertainment, events, and venue management powerhouse employing over 300 professionals. Ethara is the result of the integration of activities and operations of regional industry pioneers Abu Dhabi Motorsports Management and Flash Entertainment.

Prior to the integration, Al Noaimi was CEO of Abu Dhabi Motorsports Management and a board member of Flash Entertainment – collectively, the organisations delivered over 700 major events for 16 million guests since 2008.

Al Noaimi led the award-winning team that delivered the Formula 1 Etihad Airways Abu Dhabi Grand Prix, with recent editions under his leadership witnessing record attendances and the fastest sell-out in the event’s history in 2022.

A highly respected business figure in the UAE and beyond, Al Noaimi currently serves as a board member of Miral and Experience Hub LLC, providing his expertise and insight to support the delivery of world-class experiences in Abu Dhabi and across the region.

As CEO of Ethara, Al Noaimi and his team remain committed to strengthening the company’s local and regional partnerships while expanding the top-tier international live events enterprise within the Middle East and on a global stage.