Ethara served as the delivery partner for Games of the Future, leading the strategic end-to-end planning and execution of one of the region’s most innovative international sporting events, required to bring the event to life while positioning Abu Dhabi as a leading destination for next-generation sport and innovation. 

Working alongside key stakeholders and rights holders, Ethara managed event delivery across venue readiness, production and operations, stakeholder coordination, fan experience, and an integrated marketing and communications programme that successfully introduced the Games of the Future to regional and global audiences, ensuring a seamless, world-class experience for athletes, partners, media and spectators.

Ethara delivered an event that brought together 616 athletes and 146 teams from 43 nations, attracting a predominantly under-30 audience with 41,000 on-site attendees and generating over 60 million digital streaming views worldwide.