New Strategic Alliance to Elevate Events in the UAE

In alignment with the UAE's national growth ambitions, the Abu Dhabi Entertainment Company—a Mubadala subsidiary—has entered a strategic collaboration with 9Yards Communications, a fully integrated communications firm under NG9 Holding.

This partnership was formalized at the Make it in the Emirates 2026 event, hosted at the Mubadala pavilion. Abdulla Eisa, Acting Head of Abu Dhabi Entertainment Company, and Hussam Almulhem were the signatories, with attendants Ali Alyafei and Alaa Al Ali observing the momentous signing ceremony.

The alliance is set to innovate by delivering comprehensive events, communication campaigns, and activations throughout the UAE. The companies aim to merge their strengths to offer seamless end-to-end solutions that support national and commercial initiatives.

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

This collaboration is aligned with the UAE's long-term economic vision, which aims to strengthen the nation’s position as a hub for business and innovation. It also supports efforts to enhance the knowledge economy and boost the global presence of UAE initiatives.

Ali Alyafei remarked that the partnership underscores Abu Dhabi Entertainment Company's dedication to fostering projects that enhance economic growth and international competitiveness for the UAE. He noted that partnering with 9Yards Communications will facilitate scalable, impactful solutions beneficial for business and innovation.

Hussam Almulhem emphasized that this partnership signifies robust alignment with the UAE’s future economic strategies. Both firms will work collaboratively to generate meaningful experiences that back national initiatives, promote sector development, and enhance engagement in both regional and global markets.

Furthermore, the partnership is anticipated to unlock new avenues for innovation, collaboration, and global expansion, reinforcing both entities' roles in advancing the UAE's economic transformation and the future landscape of events and strategic communications.