John Lickrish

Launched a pioneering global event agency, creating distinct IPs and a brand partnership that resonates with multicultural audiences, delivering immersive, high-impact events. Designing and executing innovative event concepts, optimizing venue strategies in the region, and developing revenue models that drive profitability and market differentiation. Setting up and securing international IPs, providing expertise on localization of assets, enhancing audience engagement and cultural relevance.

Co leader of the senior executive that drove the strategic merger of Flash Entertainment and Abu Dhabi Motorsports Management. Led the entity in regional event development and partnerships, IP and event development in motorsports, facility management, and live entertainment. Drove Strategic direction, international partnerships and regional expansion agenda. Steered negotiations with key stakeholders such as and the Abu Dhabi Sports Council, Abu Dhabi Tourism Authority, Various local entities and international partners. Successfully negotiated rights for the regional expansion of UFC operations and established discussions with Oak View Group (OVG) for future partnerships in the region.

On Behalf of the Executive Affairs Authority (EAA) established and grew Flash Entertainment from a regional startup into a peerless international recognised industry leader with operations across the region and offices in Abu Dhabi, Dubai and Riyadh. Employing up to 300 event professionals and generating annual revenues in the 100sM and Billions under asset management. Developed innovative commercial strategies that developed and enhanced revenue streams through groundbreaking sponsorships deals including the first name rights agreement in the region, digital ticketing models, secured international partnerships to established Flash as a best-in-class international player. Advised and directed the entire event lifecycle, crafted compelling event concepts and pitches, developed dynamic marketing content, orchestrated mega-event logistics, oversaw facility and venue management, and steered comprehensive media relations that delivered seamless, world-class experiences that resonated globally. Secured global icons like Paul McCartney, Rhianna, Justin Timberlake, Coldplay, Beyoncé, Eminem, The Rolling Stones ++ for their inaugural regional performances. Orchestrated major international sporting events, delivered event partnerships with UFC, FIFA Club World Cup, NBA, Mubadala World Tennis Championship, Expo 2020, and Formula 1 "Yasalam". Advised and collaborated with global entertainment and sports giants FIFA, UFC, F1, Disney, ATP, Dentsu, IMG, Oak View, AEG, and NBA.

Forged a key JV partnership with Ticketmaster global, Launched the ME platform in 2010 with the FIFA Club world Cup as our first project. Laid out the strategic and operational foundation for market leadership in regional in event ticketing. Enabled seamless access to concerts, sports, and live entertainment while driving major events through innovative digital solutions and access control systems, data management and business intelligence tools. Brough needed innovation to the market for the growth and legitimacy of the events industry in the region.

Led teams that delivered the pinnacle of international Club Football, the “FIFA Club World Cup” in collaboration with the Abu Dhabi Sport Council and various other international, Regional, local Government agencies. Flash was the Lead agency responsible for all matters of event delivery, facility and infrastructure development, logistics, operations, marketing, sponsorship, protocol and monetization. Management of top-tier international talent and delivering unforgettable moments on the grandest international stage. Holding various roles over the 5 events over a 12-year period I was tasked with bringing efficiencies, driving revenue streams and enhancing the visitor experience from local communities to international visitors

Held a pivotal role in delivering the largest and most successful edition of Asia’s premier football tournament. Oversaw end-to-end operations, led the seamless execution of a month-long event across four host cities and eight world-class venues, ensured excellence in logistics, venue management, and fan engagement and monetization. Drove all strategic planning and operational efficiency programs, in addition, managed cross-functional teams, stakeholder relations, and large-scale event infrastructure that created an unparalleled experience for athletes, fans, and global partners & broadcasters. The tournament set new benchmarks in attendance, digital engagement, and commercial success, reinforcing the company’s position on the global football stage.

In 2009, Flash Entertainment acquired a 10% strategic stake in the UFC and drove its international expansion in event production and broadcast distribution. Assisted with Broadcast distribution and rights negotiations. Achieved groundbreaking milestones, including the delivery of the first and only outdoor UFC event in 2010 on Yas Island. featuring three title fights for the first UFC event in the region. In 2020, Flash Entertainment led the planning and execution of UFC Fight Island, managed an unprecedented 11-square-kilometer quarantine zone with five hotels, three venues, and multi-tiered safety protocols—established the world’s first international sporting event series during the COVID-19 outbreak. As UFC’s second-largest shareholder, Flash played a key role in financial oversight, quarterly reporting, and business strategy until its stake was sold to Endeavor in 2016 for $4 billion.