This special episode features a session I ran at MKTG Sports + Entertainment’s London office recently, with the former professional cricketer and anti-racism campaigner Azeem Rafiq.
We had around 70 guests including leaders at the ECB and counties including Surrey, Middlesex and Somerset CCC, as well representatives from some of the sponsors of the game including Vitality and Sage
Utilising data and insights from a recent survey of UK cricket fans presented by my colleague Laurence Handley, we explored how the game's stakeholders can help challenge issues such as racism and elitism to drive forward a positive change.
In 2021, Azeem bravely shared his experiences with a Department for Culture, Media and Sport select committee, resonating deeply across cricket and beyond.
His testimony about the racist abuse he faced, often disguised as 'banter,' struck a chord with countless British Asians, including myself.
We recalled hearing the 'P' word in playgrounds, on streets, and in workplaces.
I know many from other minority groups felt the same when Azeem shared his story.
Azeem's impact on cricket transcends on-field achievements. It will be measured by how the sport heeds his experiences to become more equal and inclusive.
While cricket is moving in the right direction with new initiatives, dentsu Sports Analytics research reveals that 40 per cent of cricket fans believe the sport has an elitism problem, 33 per cent see racism as an issue, and 25 per cent identify sexism as a concern.
The outlook is even bleaker for non-white fans in the UK, with nearly half perceiving racism and elitism as endemic in the sport.
Furthermore, the highest expectation cricket fans have for the England & Wales Cricket Board (ECB) is that they increase inclusivity in cricket
As well as fan perceptions’ around issues such as racism and elitism, we also explored trends such as drivers of fandom in cricket, the growing popularity of international franchise teams and representation of South Asian players in the professional game.
Through my work, I am deeply invested in understanding the latest fan views and trends shaping how we consume sport.
Moreover, as a dad of two cricket-playing boys, I am personally invested in the sport's future.
I believe English cricket, at its best, unites communities from diverse backgrounds like no other sport, so working with Azeem to champion this cause is a privilege.
I hope you enjoy the episode - and let me know what you think about how cricket can move towards a brighter future in the comments below.
Ending 2024 on a high 🎉
I was absolutely thrilled to be informed that The Sports Marketeer podcast is up for a prestigious Sports Podcast Award! 🏆
I launched The Sports Marketeer platform to bring diverse voices and fresh perspectives to the sports business scene, channeling my passion for sports marketing, content, and culture.
Across eight episodes, the podcast has been downloaded more than 4000 times which feels like a solid platform to build on as we go into 2025.
The most popular episode this year was this conversation with two great journalists - Mihir Bose and Shekhar Bhatia.
The most listened to episode of all time is this chat with Bayern Munich’s brilliant MD for Americas, Dee Kundra.
You can vote for The Sports Marketeer podcast to win in the Sports Business category here. Voting is open until January 13th.
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