Evision bowls MENA over

Broadcast Pro

12-05-2025

Tapping into the MENA region's growing passion for cricket, evision has built a dominant sports portfolio through smart rights deals, platform innovation and unique monetisation strategies. In an exclusive conversation with BroadcastPro ME, evision's Head of Content Sunil Joy shares how the company has used sport to reshape the region's entertainment landscape.
In an era defined by mobile-first audiences, on-demand content and real-time social media interaction, sport remains one of the most powerful engines of engagement. Its unpredictability captures the imagination of a global audience, while technology continues to transform how fans experience the action, no matter how far they are from the field.
And as personalisation becomes central to sports consumption, streaming platforms feed this transformation with anytime, anywhere viewing. This expands reach and offers flexibility that caters to the diverse demands of sports enthusiasts, in return driving smart monetisation models that support and benefit a growing segment. From pay-per-view to on-demand shows, sports broadcasting has undergone a sea change.
The MENA region, with its historic love for football, has witnessed growing loyalty towards cricket, driven largely by the South Asian diaspora and the recent trend of hosting international cricketing events in the region. The sport has established a stable following in markets such as the UAE, Saudi Arabia and Qatar, attracting significant viewership and offering brands a valuable opportunity to connect with a niche audience.
Identifying the substantial cricket fanbase in the region, evision seized the opportunity to establish itself as the MENA home of cricket. The media and entertainment arm of the region's biggest tech company, e&, has seen the region's demand for premium cricket and has strategically acquired broadcasting rights to some premium games, including exclusive ICC rights.
Recognising the growing demand for cricket, evision launched CricLife in 2019 alongside the 12th ICC Cricket World Cup, and the channel quickly evolved into a dedicated platform for showcasing international cricket. Rising interest in the sport soon led to the launch of CricLife2 and CricLife3, along with their availability on the streaming platform StarzPlay. This was the first local streamer to recognise the value of sports content and begin investing in niche sports rights, challenging the near-monopoly of regional heavyweight beIN. The subsequent acquisition by evision of a majority stake in StarzPlay strengthened both companies' positions in the competitive sports rights arena, establishing them together as a formidable force in the region.
After securing key tournament exclusive rights from the ICC, the BCCI and the Pakistan Cricket Board, evision expanded the lineup in 2023 to include the Indian Premier League (IPL), the most popular cricket league in the world. 'Since then we've strategically built one of the most comprehensive cricket portfolios in the region, now holding the rights to all ICC tournaments, the Asia Cup, the IPL and more,' says Sunil Joy, Head of Content at evision.
While evision has made a special investment in cricket, it has also broadly invested in sports rights that serve a wide range of interests and preferences. 'Sport has helped us create appointment viewing again. We've seen significant spikes in user acquisition, time spent and retention, particularly among younger audiences. More importantly, it has strengthened our platform's brand equity,' says Joy.
Cricket rights are no doubt expensive, but evision has always made it publicly clear that it only goes after rights that are commercially viable. To make that possible, it has developed a multifaceted monetisation strategy that combines strategic partnerships, subscription models, advertising revenues and content bundling.
Specifically with the IPL, where evision has exclusive MENA linear broadcasting rights and non-exclusive MENA digital rights, leveraging both depends on how smartly it can activate and scale. For the latter, evision platforms offer superior quality of service through ultra-low latency, regional customisation and smart bundling options, making it the preferred streaming destination for IPL in the region.
'Our approach ensures we cater to the monetisation potential of exclusivity and the fan-first promise of accessibility. It boosts our advertising inventory and revenue potential, as more brands can enter the IPL ecosystem through targeted, scalable campaigns,' says Joy.
With media rights valued at a staggering $6.2bn for the 2023- 2027 cycle and per-match value of $15.1m, the IPL is a global sport and entertainment phenomenon. It has consistently ranked among the top five sports leagues worldwide, standing with the NFL (US), Premier League (UK), NBA (US) and MLB (US) in terms of media rights valuation, fan engagement and franchise worth. With a diverse, top-tier player base from the great cricketing nations of the world, its global footprint continues to expand.
Broadcast in over 190 countries, it is one of the most-watched sporting events in the world, 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-looking strategy centred on market insight, regional commitment and platform capability. It is a more controllable, scalable asset with long-tail value, explains Joy.
'IPL is a commercially sustainable asset. It's repeatable, localisable and monetisable each year. And when it comes to securing such a powerful property, exclusivity is everything. We understand that streaming success hinges on strategic rights management. While licensing remains key, the true value lies in how those rights are activated in a region witnessing exponential digital growth.'
Recognising the region's growing passion for cricket, and understanding the craving for accessibility and engagement, allowed the company to move swiftly and decisively when the rights became available. Aligned with that came its core commitment to building long-term value in sport.
'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 strengthened our position for evision and StarzPlay as a credible, capable partner,' adds Joy.
Marking a bold step forward this year, with the aim of significantly expanding reach across segments, some IPL matches have been made free to watch via evision's AVOD (advertising-based video on demand) platform Starz On.
In today's competitive rights environment, exclusivity is merely a part of the ecosystem. It is primarily about the end-to-end experience – activating, packaging and retaining value – rather than just about streaming the game. Being a premium appointment viewing model backed by high-value sponsorships, expert coverage and curated programming has reinforced evision's prospects. Low latency, regional language options and smart bundling make the platform an important choice for cricket fans in the MENA.
'What sets us apart is the broader network that has been built to retain sports audiences beyond the tournament. We're not just a cricket destination, we're an entertainment hub – viewers are left with fewer reasons to leave and more reasons to stay,' says Joy.
Owing to the nature of its fan following, serving a vast viewing field was an important element of the IPL content acquisition strategy. Cricket audiences in India have deep-rooted state and city allegiances, which the IPL thrives on. The MENA viewer, on the other hand, is cosmopolitan and player-driven, with a higher ARPU (average revenue per user). The IPL balances both worlds – in India it builds on loyalties, while in the MENA it amplifies cross-border narratives that resonate with a multicultural audience.
'This duality is what makes the IPL such a powerful property,' says Joy. 'It is deeply local at its core, yet truly global in its appeal. And we tailor our strategy to suit that. Our storytelling, promotions and platform experience differ by market, making the experience inclusive, aspirational and globally tuned.'
India is undoubtedly the IPL's core market, accounting for over 80% of viewership. Ad models reflect broad targeting, high frequency and multi-platform amplification. In contrast, the MENA is a premium, precision-driven market. Brands think of regional relevance, audience affinity and cultural alignment.
Optimising a premium product such as the IPL requires a model that can adapt to changing viewing patterns as well as diverse market conditions. Evision depends on a blend of multiple streams that include subscription, ad-supported models and sponsorships tailored to different content types and viewing experiences. For the current IPL season, it has introduced an ad-supported model that allows it to leverage programmatic ads as well as partner with brands to tap into a larger audience base, and simultaneously increase revenue through targeted, scalable ad opportunities.
Given the popularity of the IPL in the GCC, customisation efforts are geared towards enhancing the experience with curated match highlights, smarter ad targeting based on user behaviour and low-latency streaming.
'On our platforms, latency has been brought down to 8-12 seconds and the aim is to adopt the ultralow-latency tech (1-3 seconds) soon. We are using adaptive cloud-based delivery infrastructure, [and have] built responsive UIs and synchronised data layers that ensure users get the same experience on a mobile app, web browser or connected TV,' says Joy.
Piracy poses a significant challenge to rights exclusivity. Illegal streaming during high-profile tournaments, facilitated by social media and unauthorised IPTV apps, is prevalent. It threatens overall revenue and undermines sponsor confidence, says Joy. 'By investing in advanced security measures, enhancing legal streaming services and collaborating with regulatory bodies, the industry can combat piracy effectively and safeguard investments in sports media.'
Sports consumption is undergoing a significant transformation in the MENA, with exciting possibilities 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 link between audiences and sport.
And as AI leans into all of this, interactive viewing will be the standard. Broadcasters are integrating real-time stats, interactive features and social media-style edits to optimise vertical viewing. As technology brings about this flexibility, power has shifted to viewers. Fans enjoy deeper engagement than ever before by way of AR, VR and 360-degree broadcasts. AI powers dynamic graphics and visuals during live sport, and offers in-game enhancements like player tracking, augmented reality overlays or even virtual commentators.
'Traditional gave a fixed angle, and digital is changing all of that,' says Joy. 'On-demand controls allow viewers to pause, rewind or watch key moments in slow motion or at their own pace.'
Growth in MENA digital sports consumption is largely driven by Gen Z and millennials, whose engagement and viewership surpasses their counterparts in Europe and the US. Interest in sport has climbed from 27% in 2021 to 36% in 2024 among 16-24-year-olds, a 33% increase over three years. This is linked to strategic regional investment in local and international sports leagues, clubs and events that are increasingly accessible via digital platforms.
Football remains the dominant sport in terms of content acquisition, viewership numbers and commercial viability. During the 2022 World Cup in Qatar, nearly 93% of the adult population in the country tuned in for key matches. However, cricket is becoming increasingly significant. Data from the 2023 IPL shows strong viewership growth in the GCC, with the UAE leading in engagement. This growth is expected to continue with the rising popularity of the IPL and as more international cricket tournaments are hosted in the region.
The future of MENA sports streaming, and specifically in the GCC, will be about delivering a personalised, accessible sporting experience for the viewer while unravelling new revenue streams that guarantee long-term digital growth and sustainability for the broadcaster.
'Evision's objective is to invest responsibly, scale strategically and become the trusted digital sports destination in the region, and in so doing deepen our impact on the sporting landscape,' concludes Joy.