Investigations by the Athletic and by NGO Equidem have revealed systemic labour rights abuses in the supply chains of Saudi Arabian online retailer Noon. Migrant workers directly employed by Noon and workers subcontracted for delivery services and warehouse work told researchers of a string of labour violations relating to working conditions and living conditions, including indicators of forced labour.

These included wage deductions as punitive measures for alleged non-performance, and intimidation and threats by managers. Workers also alleged extremely long working hours while exposed to extreme heat as well as nationality-based discrimination. One worker told the NY Times that the manager of the agency placing them with Noon detained them in a storehouse without food and physically abused them. The same worker spoke about having his passport withheld (illegally).

Workers from 12 countries across Africa and Asia were interviewed for the investigation. Workers spoke to researchers under extreme pressure and fear of their employers - Noon and the supply companies - finding out they had reported their experiences.

Noon is a sponsor for Newcastle United Football Club. NGO Equidem says the allegations should "raise alarm bells for NUFC and the Premier League", and that the abuses reported by migrants "stand in stark violation of NUFC's statement on modern slavery that claims they are committed" to anti-slavery principles. Noon and the Premier League provided statements in response to requests from the Business & Human Rights Resource Centre, but did not directly address questions around due diligence processes in light of the investigations. NUFC failed to provide a response.