Ethara And OnetoWatch Launch Entertainment Ecosystem ‘E1H’

Event management and venue operator Ethara has teamed up with sports investment experts OnetoWatch (1TW) to unveil the Ethara 1TW Innovation Hub (E1H). This initiative marks the UAE’s first dedicated sports and entertainment ecosystem tailored to support startups and early-stage companies. 

Beginning in 2025, E1H will roll out its Incubator and Xcelerator programs to nurture innovative sports and entertainment startups. The initiative is geared toward empowering entrepreneurs with mentorship, expansive industry connections, and access to potential investment opportunities. 

Founded by Saif Rashid Al Noaimi, with headquarters on Abu Dhabi’s Yas Island and offices in Dubai and Riyadh, Ethara boasts a team of over 300 seasoned professionals. The company owns and operates premier assets like Yas Marina Circuit, Etihad Park, Etihad Arena, and Yas Conference Centre. Collaborating with event organizers, IP holders, and entertainment partners, Ethara sets new industry benchmarks. 

Founded by Jamie Cunningham, OnetoWatch (1TW) is a sports investment advisory firm incorporated in Abu Dhabi Global Market (ADGM). Backed by a robust advisory board, the team brings extensive expertise in sports and entertainment, combining operational excellence with investment acumen. Leveraging deep local knowledge of the UAE and regional markets, 1TW offers partners and investors strategic insights, innovative solutions, and connectivity across all facets of capital and commerce. 

In a statement on the initiative, Saif Rashid Al Noaimi, CEO of Ethara said, “Ethara is committed to advancing the sports and entertainment sectors in the UAE and across the region. With the launch of E1H, we are providing a platform that will nurture innovative ideas and empower entrepreneurs to create transformative solutions for the industry, reflecting our vision of establishing Abu Dhabi as a global hub for sports and entertainment excellence.” 

Guillaume Dufond, strategy executive director, Ethara, said, “E1H is not just an incubator or a traditional accelerator; it’s a strategic initiative to drive innovation and growth across the entire value chain of sports and entertainment. By combining Ethara’s extensive rights holder, event and venue stakeholder networks, and operational expertise and OnetoWatch’s entrepreneurial experience and investment insights, we are creating a one-of-a-kind ecosystem that will deliver sustainable business growth for both local and global entrepreneurs.” 

Commenting on the objectives behind the collaboration, Jamie Cunningham, founder, OnetoWatch (1TW), noted, “As a long-term partner of the sports industry, we are thrilled to collaborate with Ethara to empower entrepreneurs and early-stage companies. E1H is more than just a program—it’s a transformative platform designed to mentor and build great businesses, and position Abu Dhabi as a global hub for sports and entertainment innovation. We look forward to working with entrepreneurs from all sectors, from technology to FMCG, media to experiential, and will welcome both local and international applicants.”