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ABU DHABI: Ethara has launched its inaugural E1H Pitch, during which eight business founders presented their startup projects to investors at an event held at the Yas Conference Centre in Abu Dhabi.

The management company, which organizes some of the region’s biggest sporting events such as the Formula 1 Abu Dhabi Grand Prix, UFC and the NBA games.

The event brought together more than 100 key stakeholders from sport, entertainment, government, and investment sectors to witness the unveiling of the regional startups hoping to secure funding for their development.

As the UAE’s first dedicated sports ecosystem and incubator, the Ethara 1TW Innovation Hub (E1H) was established to accelerate innovation and entrepreneurship in the UAE and the wider region by providing startups with access to expertise, commerce and capital.

The first E1H pitch was the culmination of a six-week program in which the eight early-stage ventures received strategic guidance and venture capital support to fast-track their development.

The event opened with keynote addresses from Mike Shapiro, head of ventures at City Football Group, and Mohamed Berrada, partner at Portas. Their insights into global sports investment and the future of digital fan engagement highlighted the UAE’s growing influence as a strategic base for sports tech and entertainment ventures. The session was hosted by sports broadcaster Chris McHardy.

“Innovation is at the heart of everything we do at Ethara,” said Saif Rashid Al-Noaimi, CEO of Ethara. “That’s why we created E1H with our partners at OneToWatch. We want to inspire the next generation of entrepreneurs to build new ventures that add value not just to Ethara but to Abu Dhabi’s global vision for sport and entertainment.”

The eight presentations attracted immediate interest from investors and highlighted strong potential for UAE-based growth.

Jamie Cunningham, founder of OneToWatch, added: “The UAE is no longer just hosting world-class events it’s now building the companies that will power them. E1H is unlocking entrepreneurial potential and connecting it directly to capital and opportunity. We’re proud to partner with Ethara and Abu Dhabi to help shape the next generation of global sports and entertainment ventures.”

E1H Cohort 1 startups

ArabsMMA – Zahi Ephrem

A marketer and martial artist, Zahi founded ArabsMMA, the first media platform dedicated to combat sports in the Middle East.

Athlyn – Ahmed Cheikh Omar

With 15-plus years’ experience in the UAE sports and corporate sectors, Omar’s platform bridges sport and corporate engagement.

Esportian – Ivan Kerkoc

A Spanish university professor and former NCAA recruiter, Kerkoc founded Esportian to merge traditional sports and esports education.

Icosium Technologies – Billel Boudouma and Mohamed Ali

This venture blends robotics, artificial intelligence, and human experience to deliver real-world micro-automation solutions.

MyParkBuddy – Daniel Hachem

Daniel aims to revolutionize urban mobility through smart parking solutions, drawing on his engineering and entrepreneurship expertise.

Neoma – Francois Chabaudie

With a background in private equity and consulting, Chabaudie created Neoma to improve human interactions through smart environments.

The Mettleset – Dawn Barnable

A seasoned communicator and endurance athlete, Dawn founded The Mettleset to tell meaningful stories through the lens of sport.

E1H Venture Studio, Greenlight Abu Dhabi Branding (GADB) – Robert Angelieri

An event operations expert, Robert drives innovation in sustainable events through branding, logistics, and venue strategy.

OKLAHOMA CITY: It’s No. 25 Indiana vs. No. 47 Oklahoma City in the NBA Finals.

That’s not their seeding. That’s their media market ranking. To some, that might matter. To others, it probably won’t — and probably shouldn’t — matter whatsoever.

A title matchup that starts Thursday night between the Pacers and Thunder — two young, fun teams that score a ton and are led by marketable stars in reigning MVP Shai Gilgeous-Alexander for Oklahoma City and Olympic gold medalist Tyrese Haliburton for Indiana — is the type of series that real basketball fans clamor for. It has everything: star power, good coaching, All-Stars on both sides. And it adds to the NBA’s recent run of parity.

That’s the good news. Here’s the inevitable other side: The ratings, especially at the start of the series, probably aren’t going to be good because the home markets are so small. Those who like the NBA won’t be dissuaded by that. Those who don’t like the NBA will tout it as great failure.

“I think this finals is a great representation with the two teams that are in it,” Thunder coach Mark Daigneault said. “You know, they’re teams that play good, exciting styles of basketball. Players that have great individual stories, teams that have a great story collectively. And we’re proud to be a part of that.”

People are watching; they just may not be watching on television. The social media tracking site Videocites says NBA content is getting consumed at a 64 percent higher clip than last season — 32 billion views and counting so far in these playoffs. Gilgeous-Alexander is the most viewed player, Haliburton is No. 3 and playoff clips of those two have about 1.5 billion views between them to this point.

That’s billion, with a B. And speaking of that, there are 76 billion reasons the NBA won’t be bothered by whatever the ratings are over the next couple of weeks.

The new media rights deals — an 11-year, $76 billion pact between the NBA and broadcast partners Disney (ABC/ESPN), Peacock (NBC) and Amazon (Prime Video) that kicks in at the start of next season — show that clearly somebody is watching NBA games or consuming NBA content. The days of straight relying on Nielsen ratings seem to be long gone, with more and more people ditching cable for streaming and more and more young fans just watching everything on their phones and often in condensed versions.

If the ratings tank for Pacers-Thunder, those deals are still worth $76 billion. The ad buys for these playoffs have long been paid for. So, the numbers for this series are largely irrelevant to the NBA’s bottom line.

Haliburton was asked Tuesday what fans who watch will see if they tune in to these finals.

“I think (they’ll see) two high-level teams that play an elite style of basketball, who share the ball really well, a lot of different people that can chip in,” Haliburton said. “I think that’s the exciting part about this. I don’t want to say it’s like a passing of the torch because the old heads are still here. They’re still playing very, very well. But definitely to see two young teams, two young organizations, fighting to win a championship, I think is a very big deal.”

Late in the regular season, as numbers were bouncing back from a slow start to the season, NBA Commissioner Adam Silver said the league’s ratings were down about 2 percent from a year ago.

“But in this environment, where particularly when you’re largely featured in legacy media and particularly cable, and no question cable subscriptions are going down, that seems like a victory,” Silver said.

In short, nobody at the league office is panicking about ratings, especially right now. Whichever team wins will be the seventh different champion in the last seven seasons, and without question the Thunder and Pacers will be featured in more national broadcasts next season than they were this season and their ratings will be higher — as proven by recent finals runs by Milwaukee, Denver and Dallas. Go ahead and expect Indy and OKC in the Christmas Day package next season as well; neither team was among the 10 picked for that this season, which was probably a mild disappointment for the Pacers and was a huge disappointment for the Thunder.

“I’d love to play on Christmas Day,” Gilgeous-Alexander said earlier this season. “And I think we’re that caliber of team. The NBA makes their decisions. Can’t slight them for it. Ball’s in our court to prove to them why we deserve to be in that game.”

It can easily be argued that both teams did it right: didn’t overspend, didn’t go into the luxury tax — it’s the first finals between two non-taxpayer teams in about two decades — and tried to build around young stars.

And the Thunder and Pacers were teams that combined to win 49 games just three seasons ago; their success now has to be a reason for hope for teams like Utah, Washington, Portland, Charlotte and others that have been sputtering. Turnarounds can happen, and they can be rewarded. Some people will watch, some won’t, but true fans probably are expecting a pretty good series.

“I think that’s exciting,” Haliburton said, “for any basketball fan.”