Bloom launches new sports and entertainment joint venture in Abu Dhabi

About Bloom Sports
Bloom Sports LLC is the sports asset, talent and event management arm of Bloom Properties LLC (Bloom), the property and lifestyle development arm of the National Holding, with headquarters in Abu Dhabi. The bloom brand was launched in 2008 offering a young, fresh and innovative approach to property and lifestyle development.

Bloom is committed to providing an integrated approach to building communities through value added offerings in education, sports, leisure, health and retail by working with best-in-class partners in all projects. Bloom's primary focus is on identifying and developing strategically located communities both in Abu Dhabi and in select fast growing markets.

About Treble Group International
Treble Group was established in 1999 and was appointed as Manchester United's partner in South Africa. Treble has subsequently created partnerships with global rights-holders such as the UCI (International Cycling Union) and SARU (South African Rugby Union). Treble is now a leading player and has an established track record of delivering success in the world of sport and entertainment.

The board of directors is constituted of the following:

Dr. Hani Shammah - Chairman
Hani is the Chief Executive Officer (CEO) of Abu Dhabi-based Bloom Properties since August 2007. His mandate is to develop Bloom into a leading developer of integrated property and lifestyle solutions within communities in Abu Dhabi and beyond. He worked at ABN AMRO Bank in both London and Dubai where he headed the Public Sector, Financial Sponsors and TMT practice for the Middle East region (2002-2006) before joining Noor Capital in Abu Dhabi as CEO. In 1998, he joined SG Securities as Head of Equity Research for the MENA region. Shammah has more than 20 years of experience from working in New York, London, Dubai and Abu Dhabi.

Selwyn Lewis - Vice Chairman
Selwyn founded the Treble Group in 1999 focusing on "best of breed" sporting solutions, initially through key partnerships with Manchester United and Springbok Rugby Selwyn spent 25 years in London working in the world of banking and financial services, prior. This same vision has ensured the continued growth of Treble, through a series of partnerships with several leading global sports properties and rights-holders.

Keith Harris - Board Member
Keith is currently Chairman of Seymour Pierce and the world's leading specialist in the area of football club investment and purchasing. He has acted on behalf of many of the leading Premiership Clubs over the past two decades, including Chelsea, Manchester United and Liverpool. Keith was Chief Executive of HSBC Investment Bank Plc for five years (1994-1999) and left to become Chairman of the English Football League. Before this, he was President of Morgan Grenfell in New York and Managing Director of Apax Partners Corporate Finance. He is also a non-executive director of a number of private and public companies with particular expertise in the sports and media sectors.

Ned (Nadim) S. Jaroudi- Board Member
Ned is Chief Marketing Officer with National Holding & EIIC, a leading regional private group. From 1997-2008, he held senior management positions in the UAE with blue-chips CA and Intel covering the EMEA region and led Intel's first direct investments in the Middle East. Ned previously spent ten years in the US with award-winning technology firms. He is a frequently requested speaker and media authority, having hosted his own radio show in the UAE. He is an original member of the Young Arab Leaders and has been involved in many pioneering CSR initiatives in the Arab world. Ned is especially passionate about Football and his beloved Manchester United and is also an avid cyclist.

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