Strategic Partnership to Elevate Events in the UAE

Post by : Bianca Suleiman

In a move aligned with the UAE’s ambitious growth strategy, Abu Dhabi Entertainment Company, part of Mubadala's Solutions+, has formalized a strategic partnership with 9Yards Communications, a comprehensive communications firm under NG9 Holding.

The agreement was finalized at the Mubadala pavilion during the Make it in the Emirates 2026 event. The signing was conducted by Abdulla Eisa, Acting Head of Abu Dhabi Entertainment Company, and Hussam Almulhem, in the presence of Ali Alyafei and Alaa Al Ali.

This collaboration aims to produce and execute integrated events and communication strategies throughout the UAE. By merging their talents, both firms intend to offer complete solutions for national projects and business initiatives.

Abu Dhabi Entertainment Company will leverage its operational capabilities, while 9Yards Communications will bring its expertise in strategic communications, creative content, and experiential marketing.

This cooperation is pivotal for supporting the UAE's long-term economic objectives, reinforcing the nation's status as a global business hub, and fostering innovation. It also connects with national initiatives aimed at enhancing the knowledge economy and the global profile of UAE initiatives.

Commenting on the partnership, Ali Alyafei noted that it underscores Abu Dhabi Entertainment Company’s pledge to back projects that bolster the UAE's economic prowess and global standing. He mentioned that collaborating with 9Yards Communications would yield scalable and effective solutions in the business landscape.

Hussam Almulhem emphasized that this alliance represents a robust alignment with the UAE's economic ambitions for the future. He asserted that both organizations are set to create enriching experiences that benefit national initiatives, stimulate growth in various sectors, and enhance engagement in both local and international markets.

This partnership will also facilitate new avenues for innovation and cooperation while bolstering the roles of both companies in advancing the UAE’s economic evolution, specifically within the events and strategic communication sectors.