Women-founded businesses were among the standout ventures at the second Ethara 1TW Innovation Hub (E1H) Investment Pitch, held at Yas Marina Circuit’s Yas Conference Centre on 4 June.
The event brought together more than 100 investors, industry leaders and stakeholders from the sport, entertainment and business sectors to hear from five emerging ventures selected for E1H’s second cohort.
Among them were Bilqis GreenTech, founded by sisters Safi and Sarah Fomba, and The People Agency, founded by Leanna Newman. Together, the businesses highlighted the growing contribution of women entrepreneurs to the Middle East’s rapidly expanding sports economy.
Bilqis GreenTech enables real-time waste tracking at events and venues, helping organisations improve sustainability performance through data and analytics. The People Agency leverages talent intelligence, skills accreditation and workforce pathways to connect people with opportunities across the sport and entertainment sectors.
The pair joined fellow cohort members Blastball, RCVR and VIAI Technologies in presenting their businesses to investors and decision-makers as part of the culmination of E1H’s six-week incubator programme.
A joint initiative between Ethara and sports investment firm OneToWatch, E1H was established to support early-stage ventures through mentorship, industry access and commercial opportunities. Since launching in 2025, the programme has supported 12 start-ups across two cohorts.
The event also featured a discussion on sports investment with IMI Director of Investments Rihab Jalal and showcased success stories from E1H’s inaugural cohort, including this women’s sports media platform, The Mettleset and robotics entertainment business Robox.
Founded by Dawn Barnable, The Mettleset was the first woman-founded business and the first and only venture dedicated to women’s sport selected for E1H’s inaugural cohort. Since completing the programme, the platform has expanded its coverage of women’s sport across the GCC and wider MENA region through its online magazine, newsletter, social channels and chart-topping podcasts and has established partnerships with brands and events like New Balance, Zayed Sports City and the Mubadala Abu Dhabi Open.
Hosted by sports broadcaster Chris McHardy, the event reinforced Abu Dhabi’s growing position as a hub for sports innovation, entrepreneurship and investment.
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Ethara CEO Saif Rashid Al-Noaimi (r) with VIAI Co-founder Abdulla AbuEbeid (l). at the E1H pitch
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Founders from E1H’s second cohort gather at Yas Marina Circuit following the E1H Investment Pitch.
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Dawn Barnable, Founder of The Mettleset, provides an update on the growth of the women’s sports media platform since participating in E1H’s inaugural cohort. The Mettleset was the first woman-founded business and first and only venture dedicated to women’s sport selected for the programme.
