CMA and Ethara Unite to Drive Abu Dhabi’s Sports Innovation Future
The Creative Media Authority (CMA) has formed a strategic partnership with Ethara’s E1H Innovation Hub, becoming its first government partner and official content and new media collaborator. The agreement represents a significant milestone because it strengthens national efforts to support the next generation of sports innovation creators, early-stage founders and creative media startups. Moreover, it aligns with Abu Dhabi’s broader ambition to grow a world-leading creative ecosystem.
As the emirate’s lead entity for developing the creative media sector, CMA continues to build an environment where creators, producers and entrepreneurs can pursue sustainable careers. Through this partnership, young talent working in sports innovation and emerging content fields will gain expert advisory support, mentorship and practical guidance from CMA specialists. Additionally, the collaboration expands CMA’s ongoing talent development initiatives, which already include hands-on programs with Creative Lab, Arab Film Studio and the Abu Dhabi Film Commission.
Expanded Support for Founders and Emerging Talent
The alliance with E1H enhances opportunities for founders by creating new pathways to turn early ideas into viable ventures. Furthermore, it reinforces the UAE’s shift toward a knowledge-driven creative economy, since it empowers innovators to participate more actively in the growing sports innovation landscape. CMA will contribute to E1H’s annual incubator, accelerator and venture programs by joining selection committees and advisory boards. It will also guide founders through regulatory and licensing processes as they establish creative media companies in Abu Dhabi.
In addition, CMA will support the E1H Entrepreneurs Studio, which launches specialized programs in 2026 for university students and new graduates. These programs will provide direct exposure to industry leaders as well as insight into emerging opportunities across sports innovation and creative entrepreneurship.
During the announcement, Mohamed Dobay emphasized the importance of the partnership. He stated, “Working with E1H will help founders and creators develop their ideas, gain industry experience and build sustainable careers from Abu Dhabi as part of the emirate’s wider vision for a thriving creative economy.” Saif Rashid Al Noaimi also highlighted the value of welcoming CMA as E1H’s first government partner and noted the strength of their prior collaborations, including work on F1 The Movie. He added that the partnership will give emerging creators and entrepreneurs access to essential expertise as they develop new ideas in sports and entertainment innovation.
Strengthening Abu Dhabi’s Creative and Sports Innovation Landscape
E1H, launched by Ethara and ONETOWATCH, supports sports and entertainment entrepreneurs through access to expertise, commerce and capital. Its first cohort concluded in June 2025 with pitch presentations at Yas Conference Center, and several founders are now exploring fresh opportunities ahead of the 2026 cohort. As the partnership evolves, it will continue to highlight the UAE’s commitment to innovation, talent development and the future of creative industries.
Ultimately, the collaboration reinforces Abu Dhabi’s position as a rising global hub for sports innovation, creative entrepreneurship and new media. Because both entities are investing in emerging talent, the ecosystem is expected to grow stronger while attracting new creators, founders and opportunities.
