When Streaming Meets Shopping

How Noon turns IPL fans into shoppers

Hey streamers! Today, let’s talk about streaming and shopping 🛍️👇

For the third year in a row, Noon, the online shopping app in the UAE, Saudi Arabia, and Egypt, is streaming the Indian Premier League (IPL).

But this year, there’s something new: a different business model and a bigger audience across the region.

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This newsletter is supported by JAY, the leading provider of shoppable and bonus content for streaming services.

I spend a lot of time watching series and sports on OSN+, Netflix, STARZPLAY, Shahid, and TOD. I also shop online on Amazon and local platforms like Noon.

So I started wondering: What if we could combine both worlds?

JAY already does that in Europe. Their technology integrates shoppable and bonus content directly into shows, letting viewers access cast info, music tracks, costume details, or even shop the outfits worn by their favorite characters.

I believe MENA is perfectly positioned to become a leading market for shoppable content. That’s why I teamed up with JAY to create a free content snapshot.

Inside, you’ll find:

✅ An overview of the MENA streaming market

✅ A use case from RTL+ and Joyn in Europe

✅ An interview with JAY CEO Peter Effenberg

✅ The benefits of in-stream, interactive experiences

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Today’s Program

1. What is Noon? What is the IPL?

2. Noon x IPL: A Pop-Up Sports Platform

3. So What?

And… Action!

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What is Noon? What is the IPL?

Let’s start with the basics.

Noon is one of the biggest e-commerce platforms in the Middle East. Launched in 2017 and based in the UAE, it was founded by Emirati businessman Mohamed Alabbar (The name behind Emaar and The Dubai Mall), with strong support from Saudi Arabia’s Public Investment Fund (PIF).

The idea? Create a homegrown alternative to Amazon, for shoppers in the Middle East.

Today, Noon operates in the UAE, Saudi Arabia, Egypt, and a few other countries. It offers everything from electronics and fashion to groceries, beauty products, and even books.

Noon Homepage (Desktop Web)

Some of its features:

• Competitive prices and regular discounts

• Fast delivery, same-day or next-day in many cities

• A growing ecosystem of services: Noon Food, Noon Minutes, NowNow, and Noon One, a subscription offering free delivery across Noon ecosystem

• A strong push to support local sellers and brands

In just a few years, Noon has become a key player in MENA’s digital economy, often seen as Amazon’s main regional competitor.

Now, what about the other player in this story:?

What is the IPL?

The Indian Premier League (IPL) is the most popular cricket league in the world. Launched in 2008 by the Board of Control for Cricket in India (BCCI), the IPL took the fast-paced T20 format and turned it into a global entertainment machine.

Every year between March and May, 10 franchise teams, backed by celebrities and billion-dollar brands, go head-to-head in matches that mix sports, showbiz, and serious money.

Why IPL is a big deal:

• IPL combines top-level cricket with massive celebrity and entertainment appeal

• The league attracts international players

• It brings in billions from media rights, sponsors, and advertisers

• IPL gets huge viewership, especially across India on platforms like JioCinema and (previously) Disney+ Hotstar

In the UAE, IPL matches are available on IPTV via eLife (e& Group), and co-distributed online on STARZPLAY and Noon.

Let’s now talk about streaming👇

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Noon x IPL: A Pop-Up Sports Platform

IPL matches are available across the Noon ecosystem, including desktop, mobile app and tablet. There two ways to access the games: