Engagement Through Sports

In a world dominated by mobile-first audiences, on-demand content, and real-time social media interactions, sports continue to be a powerful engagement driver. The unpredictability of sports captivates a global audience, while technology reshapes how fans experience the action, regardless of their distance from the event.

As personalization becomes essential in sports consumption, streaming platforms are at the forefront of this evolution, enabling viewers to watch anytime and anywhere. This flexibility not only broadens reach but also caters to the diverse preferences of sports fans, driving innovative monetization models that benefit a growing audience segment. The landscape of sports broadcasting has significantly transformed, from pay-per-view to on-demand shows.

Cricket’s Rising Popularity in MENA

The MENA region, traditionally known for its love of football, is increasingly embracing cricket, largely due to the South Asian diaspora and the recent influx of international cricket events. Countries like the UAE, Saudi Arabia, and Qatar have developed a loyal cricket following, presenting brands with a unique opportunity to engage with this niche audience.

Recognizing the significant cricket fanbase in the region, evision positioned itself as the MENA home of cricket. As the media and entertainment arm of the region’s largest tech company, e&, evision has strategically acquired broadcasting rights for premium cricket events, including exclusive ICC rights.

In response to the growing demand for cricket, evision launched CricLife in 2019, coinciding with the 12th ICC Cricket World Cup. The channel quickly evolved into a dedicated platform for international cricket, leading to the introduction of CricLife2 and CricLife3, which are also available on the streaming platform StarzPlay. This marked the first local streaming service to recognize the value of sports content and invest in niche sports rights, challenging the regional dominance of beIN. The subsequent acquisition of a majority stake in StarzPlay by evision further solidified both companies’ positions in the competitive sports rights market.

Expanding Cricket Rights Portfolio

After securing exclusive tournament rights from the ICC, BCCI, and Pakistan Cricket Board, evision expanded its offerings in 2023 to include the Indian Premier League (IPL), the world’s most popular cricket league. “Since then, we’ve strategically built one of the most comprehensive cricket portfolios in the region, now holding rights to all ICC tournaments, the Asia Cup, the IPL, and more,” states Sunil Joy.

While evision has made significant investments in cricket, it has also diversified its sports rights portfolio to cater to a wide range of interests. “Sports have helped us revive appointment viewing. We’ve observed substantial increases in user acquisition, engagement, and retention, particularly among younger audiences, which has bolstered our platform’s brand equity,” Joy adds.

Although cricket rights can be costly, evision has consistently emphasized that it pursues rights that are commercially viable. To achieve this, the company has developed a multifaceted monetization strategy that includes strategic partnerships, subscription models, advertising revenues, and content bundling.

Specifically regarding the IPL, evision holds exclusive MENA linear broadcasting rights and non-exclusive MENA digital rights. The success of these rights depends on how effectively evision can activate and scale them. The platforms offer superior service quality through ultra-low latency, regional customization, and smart bundling options, making them the preferred destination for IPL streaming in the region.

“Our approach ensures we maximize the monetization potential of exclusivity while maintaining a fan-first promise of accessibility. This enhances our advertising inventory and revenue potential, allowing more brands to engage in the IPL ecosystem through targeted, scalable campaigns,” explains Joy.

The IPL: A Global Phenomenon

With media rights valued at an astounding $6.2 billion for the 2023-2027 cycle and a per-match value of $15.1 million, the IPL stands as a global sports and entertainment phenomenon. It consistently ranks among the top five sports leagues worldwide, alongside the NFL, Premier League, NBA, and MLB, in terms of media rights valuation, fan engagement, and franchise worth. Its diverse, elite player base from cricketing nations worldwide continues to expand its global footprint.

Broadcast in over 190 countries, the IPL is one of the most-watched sporting events globally, with the Middle East emerging as its largest international market.

Securing rights to a premium sports property like the IPL was the result of a clear, forward-thinking strategy focused on market insights, regional commitment, and platform capabilities. It represents a controllable, scalable asset with long-term value, according to Joy.

“The IPL is a commercially sustainable asset. It’s repeatable, localizable, and monetizable each year. When it comes to securing such a powerful property, exclusivity is paramount. We understand that streaming success hinges on strategic rights management. While licensing is crucial, the true value lies in how those rights are activated in a region experiencing exponential digital growth.”

By recognizing the region’s growing passion for cricket and the demand for accessibility and engagement, evision was able to act swiftly when the rights became available. This aligns with their commitment to building long-term value in sports.

“We weren’t just bidding for content; we were investing in a multi-year vision that supports the growth of cricket and other premium sports in the region. Our track record with exclusive properties like UFC, Serie A, PGA, and the ICC portfolio has solidified our position as a credible and capable partner,” Joy adds.

This year marks a significant step forward, with some IPL matches being made available for free via evision’s AVOD (advertising-based video on demand) platform, Starz On, aiming to broaden reach across various segments.

In today’s competitive rights landscape, exclusivity is just one aspect of the ecosystem. The focus is on the end-to-end experience—activating, packaging, and retaining value—rather than merely streaming the game. By offering premium appointment viewing backed by high-value sponsorships, expert coverage, and curated programming, evision has strengthened its prospects. Low latency, regional language options, and smart bundling make the platform an essential choice for cricket fans in MENA.

Building a Comprehensive Sports Ecosystem

“What sets us apart is the broader network we’ve built to retain sports audiences beyond the tournament. We’re not just a cricket destination; we’re an entertainment hub—viewers have fewer reasons to leave and more reasons to stay,” Joy emphasizes.

Given the nature of its fan following, catering to a vast viewing audience was crucial in the IPL content acquisition strategy. Cricket audiences in India have deep-rooted state and city loyalties, which the IPL capitalizes on. In contrast, MENA viewers are more cosmopolitan and player-driven, with a higher average revenue per user (ARPU). The IPL effectively balances both worlds—building on loyalties in India while amplifying cross-border narratives that resonate with a multicultural audience in MENA.

“This duality is what makes the IPL such a powerful property,” Joy notes. “It is deeply local at its core yet truly global in its appeal. We tailor our strategy accordingly, ensuring our storytelling, promotions, and platform experience are adapted to each market, making the experience inclusive, aspirational, and globally attuned.”

India remains the IPL’s core market, accounting for over 80% of viewership. Advertising models reflect broad targeting, high frequency, and multi-platform amplification. Conversely, MENA is a premium, precision-driven market where brands focus on regional relevance, audience affinity, and cultural alignment.

Optimizing a premium product like the IPL requires a model that can adapt to evolving viewing patterns and varying market conditions. Evision relies on a blend of multiple revenue streams, including subscription, ad-supported models, and sponsorships tailored to different content types and viewing experiences. For the current IPL season, an ad-supported model has been introduced, allowing the company to leverage programmatic ads and partner with brands to reach a larger audience while increasing revenue through targeted, scalable ad opportunities.

Given the IPL’s popularity in the GCC, customization efforts focus on enhancing the viewer experience with curated match highlights, smarter ad targeting based on user behavior, and low-latency streaming.

“On our platforms, latency has been reduced to 8-12 seconds, with plans to adopt ultra-low-latency technology (1-3 seconds) soon. We are utilizing adaptive cloud-based delivery infrastructure and have developed responsive UIs and synchronized data layers to ensure users receive a consistent experience across mobile apps, web browsers, and connected TVs,” Joy explains.

Piracy remains a significant challenge to rights exclusivity. Illegal streaming during high-profile tournaments, facilitated by social media and unauthorized IPTV apps, is widespread. This threatens overall revenue and undermines sponsor confidence. “By investing in advanced security measures, enhancing legal streaming services, and collaborating with regulatory bodies, the industry can effectively combat piracy and protect investments in sports media,” Joy asserts.

The Future of Sports Consumption in MENA

Sports consumption in MENA is undergoing a remarkable transformation, presenting exciting opportunities for the future of sports media in the region. From a passive consumer base, it has evolved into an active sports engagement hub and curator of premium sporting content, strengthening the connection between audiences and sports.

As AI continues to play a role in this evolution, interactive viewing will become the norm. Broadcasters are integrating real-time statistics, interactive features, and social media-style edits to optimize vertical viewing. Technology is shifting power to viewers, allowing for deeper engagement through AR, VR, and 360-degree broadcasts. AI enhances live sports with dynamic graphics and visuals, offering in-game features like player tracking, augmented reality overlays, and even virtual commentators.

“Traditional broadcasting offered a fixed angle, but digital is changing all of that,” Joy remarks. “On-demand controls allow viewers to pause, rewind, or watch key moments in slow motion or at their own pace.”

The growth of digital sports consumption in MENA is largely driven by Gen Z and millennials, whose engagement and viewership surpass their counterparts in Europe and the US. Interest in sports has surged from 27% in 2021 to 36% in 2024 among 16-24-year-olds, reflecting a 33% increase over three years. This growth is linked to strategic regional investments in local and international sports leagues, clubs, and events that are increasingly accessible via digital platforms.

While football remains the dominant sport in terms of content acquisition, viewership, and commercial viability—evidenced by nearly 93% of Qatar’s adult population tuning in for key matches during the 2022 World Cup—cricket is gaining momentum. Data from the 2023 IPL indicates strong viewership growth in the GCC, particularly in the UAE. This trend is expected to continue as the IPL and more international cricket tournaments gain popularity in the region.

The future of sports streaming in MENA, particularly in the GCC, will focus on delivering a personalized, accessible sporting experience while uncovering new revenue streams that ensure long-term digital growth and sustainability for broadcasters.

“Evision’s goal is to invest responsibly, scale strategically, and become the trusted digital sports destination in the region, thereby deepening our impact on the sporting landscape,” concludes Joy.