Abu Dhabi Entertainment Company (ADEC), a subsidiary of Solutions+, a Mubadala company, has signed a strategic partnership agreement with 9Yards Communications during Make It in the Emirates 2026, aiming to strengthen integrated events and communications services across the UAE.
The agreement was signed at the Mubadala pavilion during the UAE Ministry of Industry and Advanced Technology’s flagship industrial platform, Make It in the Emirates 2026. The partnership brings together ADEC’s operational and event capabilities with 9Yards Communications’ expertise in strategic communications, creative development, experiential engagement, and event management.
The agreement was signed by Abdulla Eisa, Acting Head of Abu Dhabi Entertainment Company, and Hussam Almulhem, Group CEO of 9Yards Holding. The signing was witnessed by Ali Alyafei, Chief Operations Officer of Solutions+, and Alaa Al Ali, Group CEO of NG9 Holding.
According to both organisations, the collaboration is designed to support the UAE’s broader economic and industrial ambitions by delivering integrated activations and communication initiatives that enhance the visibility of national and multi-sector business platforms.
The partnership is expected to contribute to initiatives aligned with the UAE’s long-term economic diversification goals, industrial development strategy, and ambitions to strengthen its position as a global hub for business, innovation, and investment.
Commenting on the partnership, Ali Alyafei said: “This partnership reflects a continued commitment at Abu Dhabi Entertainment Company to enable impactful platforms that support national priorities and economic advancement. By joining forces with 9Yards Communications, we are strengthening our ability to deliver integrated, scalable solutions that contribute to enhancing the UAE’s global competitiveness and reinforcing its position as a leading destination for business and innovation.”
Hussam Almulhem further commented: “This collaboration represents a strategic alignment that supports the UAE’s forward-looking economic agenda. Through this partnership, we aim to create high-value experiences that amplify key national initiatives, foster sector growth, and deliver meaningful engagement across regional and global markets.”
Both companies said the agreement is expected to open new opportunities for collaboration, innovation, and regional and international expansion, while reinforcing their roles in supporting the UAE’s economic transformation and the future of events and strategic communications.
Abu Dhabi Entertainment Company, established in 2010, operates under Solutions+ and focuses on entertainment, events, recreation, and community engagement initiatives across the UAE. Its portfolio includes venue operations at ACTIVE Al Maryah Island and ACTIVE Masdar.
9Yards Communications is an Abu Dhabi-headquartered integrated marketing and communications agency with offices in Cairo, London, and planned expansion into New York in 2026. The company provides services across strategic consultancy, event management, public relations, advertising, multimedia production, media buying, and digital communications.
