'Forced labour' claims against NUFC sponsor Noon

Noon said it maintained "full compliance" with local health and safety standards

Workers at Newcastle United sponsor Noon have experienced "conditions that may amount to forced labour", a human rights organisation has alleged.

According to research by Equidem, people employed by the online retailer in Saudi Arabia and the United Arab Emirates (UAE) claimed they had been subjected to intimidation and threats, withholding of wages and "abusive" conditions.

Newcastle United declined to comment when contacted by the Local Democracy Reporting Service. The BBC has also approached the club for a comment.

A spokesperson for Noon said the company "strongly refutes" the allegations.

Equidem said its investigators had spoken to 47 current and former Noon workers since March.

The human rights organisation, which specialises in labour rights, said its findings "raise significant concern that NUFC and the Premier League are failing their obligations under the UK Modern Slavery Act".

Newcastle United's website states it has "zero tolerance to slavery and human trafficking".

Noon has been the club's shirt sleeve sponsor since 2022.

Saudi Arabia’s Public Investment Fund (PIF), the football club’s majority owner, is also the 50% owner of Noon.

'Like a machine'

Equidem’s report includes testimony from one worker, a delivery associate from India hired by a subcontractor for Noon in Saudi Arabia, who claimed to have had his salary deducted for completing less than 20 deliveries and was "abused and threatened" by a manager.

He said: "After that, I talked about leaving the job and said that I need a transfer letter.

"He told me that you cannot leave the job without my consent, otherwise I will send you to jail. He kept all my documents."

One warehouse worker described working "continuously for 12 hours a day, on standing duty, without a break, like a machine".

A Ugandan delivery worker contracted by Noon in the UAE said they had become ill as a result of "walking too much in the heat" and "didn’t even get time to eat because I was running to deliver packages".

Equidem said the investigation should "raise alarm bells" and Noon’s name being emblazoned on Newcastle strips was an "ever-present reminder of their sponsor whose business practices stand in stark violation of NUFC’s statement on modern slavery".

Noon has been Newcastle United’s shirt sleeve sponsor since 2022

Noon, which is one of the largest online retail platforms in the Middle East, has emphatically denied the allegations.

The company said: "Noon strongly refutes these allegations as grossly inaccurate misrepresentations.

"The company’s commitment to employee welfare is fundamental to its operations.

"As a result, Noon adheres to, and where possible exceeds, industry global best practices."

A spokesperson added the company maintained "full compliance" with local health and safety standards and applicable laws.