E1H Innovation Hub Welcomes City Football Group as Venture Partner

Ethara 1TW Innovation Hub (E1H), the region’s first ecosystem for sports and entertainment entrepreneurs has announced City Football Group (CFG) as its new Venture Partner.

Owner and operator of football clubs and sport-related businesses, CFG is recognised globally for its pioneering approach to sport investment, data innovation, and fan engagement.

CFG will support the E1H annual incubator and accelerator programmes through advisory input and mentorship from subject matter experts within the CFG global team.

Jamie Cunningham, E1H Executive Director, said: “We are delighted to welcome City Football Group, whose visionary approach to business of sports aligns perfectly with E1H ambition to empower the next generation of founders and grow Abu Dhabi’s profile as a strategic base for sports tech and entertainment ventures."

Mike Shapiro, Head of Ventures at City Football Group, shared: "E1H's mission to foster sports and entertainment innovation resonates strongly with CFG's commitment to driving the industry forward. We're excited to join the E1H innovation hub as a Venture Partner and share our insights, expertise and network with innovators whose breakthrough ideas and ambition can shape the future of sports”.

Launched earlier this year through a collaboration between Ethara and ONETOWATCH, E1H connects entrepreneurs with industry leaders, investors, rights holders, brands, and government stakeholders across the sports and entertainment sectors. Through its annual Incubator and Accelerator programmes, E1H mentors founders from ideation to commercialization, delivering expert guidance and capital access.

The hub's inaugural cohort of eight startups concluded in June 2025 with pitch day presentations at Yas Conference Centre. Several of the inaugural group of entrepreneurs are now exploring partnerships with Ethara from Q4 2025, while E1H prepares its second cohort.

This partnership between E1H and CFG supports Abu Dhabi's vision to become a global hub for sports and entertainment innovation. With $9.6 billion invested in sports technology globally in 2024 and sector M&A activity reaching $37 billion, initiatives like this position the emirate at the center of a rapidly expanding international market.

By providing access to commerce, capital and connectivity, the E1H ecosystem empowers both local and international innovators to scale their businesses from Abu Dhabi.