Ethara has appointed creative agency The Romans as its retained PR partner in a multi-year, six-figure agreement. The partnership was secured following a competitive pitch process across the UAE.The brief spans Ethara?ÇÖs core pillars?Çöcorporate brand communications, live events, and venue PR?Çöcovering flagship destinations like Yas Marina Circuit, Etihad Park, and Etihad Arena, as well as the Formula 1 Etihad Airways Abu Dhabi Grand Prix, one of the region?ÇÖs most high-profile annual spectacles.Andrew Stass, Brand Marketing and Communications Director at Ethara, said: "The Romans stood out for their bold, creative approach to storytelling?Çösomething that aligns closely with our energy and vision. Together, we aim to shape narratives that elevate Ethara?ÇÖs presence and connect meaningfully with our diverse audiences."The appointment comes as Ethara doubles down on its ambitions to expand its influence and solidify its position in the global live entertainment arena.Joe Lipscombe, Partner at The Romans, described the win as a major milestone: "Ethara is an iconic name when it comes to world-class entertainment in the Middle East. From reshaping the Formula 1 weekend experience to revolutionizing the cultural and music scene, their ambition is unmatched. We?ÇÖre thrilled to help amplify that story on a global stage."He also described the Abu Dhabi Grand Prix as ?Ç£the crown jewel?Ç¥ in the events space and emphasized The Romans' focus on delivering culturally intelligent, high-impact PR campaigns.Ethara continues to work with other communications partners including Seven Media, supporting its broader public relations objectives across the region.