SES Live! and Ethara strike strategic partnership

Leading entertainment company SES Live! has entered into a strategic partnership with UAE live powerhouse Ethara to bring global touring productions to venues across the Middle East.

Announced this week at ILMC in London, the link-up will see SES Live! and Ethara work together to expand the reach of internationally acclaimed shows, bringing a diverse lineup of events to the region including Disney on Ice and Cirque du Soleil.

Additional productions will be announced soon, as the companies bid to further cement the Middle East’s status as a key market for live entertainment.

“As the Middle East’s leading live entertainment promoter, SES Live! has delivered some of the world’s most renowned family entertainment experiences across the region,” says SES Live! CEO and founder Ali Haidary. “We are honoured and excited to partner with Ethara in this unique collaboration. With their unrivalled network and industry expertise, we look forward to expanding our reach further by bringing more globally renowned productions to audiences across the UAE, GCC, and beyond.”

“Together, we are looking to set new benchmarks for live entertainment in the region”

The organisations will deliver shows across the region in multiple cities across the UAE, Bahrain, Kuwait, Qatar and Saudi Arabia, with some performances marking national and city debuts.

“The demand for live entertainment in the Middle East is at an all-time high, and Ethara is committed to driving the industry forward by expanding our regional footprint and delivering world-class experiences to audiences,” adds Saif Rashid Al Noaimi, CEO of Ethara.

“Our partnership with SES Live! brings together two industry leaders with complementary strengths – Ethara’s unmatched event delivery and venue management expertise, and SES Live!’s exclusive relationships with globally renowned IPs.  Together, we are looking to set new benchmarks for live entertainment in the region, ensuring that fans have access to the very best productions while reinforcing the Middle East’s position as a key destination for world-class events.”

Ethara launched in 2023 following the merger of state-owned promoter Flash Entertainment and Abu Dhabi Motorsports Management (ADMM).

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