“For me, I had responsibilities to fill. No one else was going to do it for me. I had to get out there and find a way through it.”

Sharing the unvarnished truth about whistleblowing, Azeem Rafiq spoke openly with marketing leader Visha Kudhail on the latest episode of the Behind the Face of Success podcast.

In a thought-provoking conversation he put into words the heavy responsibility and pressure he faced while transitioning from being a professional sports player to becoming a whistleblower and advocate for positive change.

Rafiq, a former cricketer who played for Yorkshire County Cricket Club, was the first Asian player to captain Yorkshire in a senior game. His story is complex because the thing he loves the most, cricket, has led to a lot of trauma in his life. Whilst playing he experienced bullying and racism which led to a major media expose uncovering the prejudices in the game. Yet, despite his experience, he is a staunch campaigner rallying for positive change in the sporting world and has authored a book titled: ‘It’s not banter, it’s racism’.

In a thought provoking conversation he shared the importance of passion, adaptability and challenging empty gestures.

Success born from passion

Growing up in Pakistan, Rafiq shares that he had a ‘nice’ and ‘privileged’ childhood where cricket was a focal point. He looks back at his childhood with fondness and attributes his love of the game to playing with his friends in Pakistan.

“When I was in Pakistan I was just playing cricket because it's what everyone did,” he explained, adding: “It wasn’t something I thought about doing when I got older.” Simply playing the game out of love and enjoyment saw him rise up the ranks. Rather than setting out to play professionally, he took every opportunity that was given to him and ended up in the pathway system that led him to Yorkshire.

Where in life one thing often leads to another, Rafiq's pathway echoes the squiggly career of many professionals and brings to life the importance of seizing opportunities and living in the moment. While transitioning out of sport, passion continues to fuel him. “I don’t know if there’s one thing I want to do, there’s a few things I enjoy” says Rafiq, “I just let life take you wherever it goes.”

It’s not banter, it’s racism

Rafiq’s book, ‘It’s not banter, it’s racism’ began as a way for Rafiq to share his experiences, but blossomed into a wider lens. As well as exploring his own experiences in the UK and in cricket, the book takes into account the wider lens of the divisive political landscape we live in. ‘It’s not banter, it’s racism’ is a direct reference to the bullying Rafiq experienced in cricket where racist slurs were excused as banter. Rafiq’s experiences in cricket are reflective of society as a whole.

“What happened in Yorkshire is very much [evident] across our different institutions and workplaces,” says Rafiq. His book is a first-person account of those many experiences every single day.

Moving to England was challenging for Rafiq. While cricket initially provided a means of integration into society and felt like a safe space, after joining the team at Yorkshire he experienced overt racism.

While he worried that speaking out might ruin his career, in 2018 after losing his son and facing inhumane treatment from people he had once treated as friends he felt he could no longer look the other way. “Speaking up is hard, it requires a lot of bravery,” says Kudhail.

In 2020 Yorkshire put diversity logos on its shirts following the Black Lives Matter movement, the empty gesture spurred Rafiq on further to speak out about his experiences.

“My father said to me, ‘What you’ve done today is bigger than any runs and wickets you could have got,” adds Rafiq.

The importance of perspective

The tragedy of losing his son was a moment of reflection for Rafiq who turned to his family and religion to help get through the difficult time. He is now more passionate about spending time on what's important and has shifted his priorities.

Speaking out against racism has created a ripple effect in Rafiq’s life which forced him to reassess his situation. He faced danger and further attacks which forced him to move to look after his family. Yet, he remains positive.

“I’ve always bounced back and dealt with challenges with positivity,” says Rafiq. He shares that he feels fortunate for the support and looks to the positives. Support from outside of cricket has given him new opportunities and broadened his outlook beyond sport. Kudhail adds that this approach should encourage us all to explore new avenues and ventures.

“If your identity is solely around your employer, then that's a concern” says Rafiq “We are all way way bigger than that.” He encourages people to think about what they care about and the unique ways they can communicate that beyond their work. His impact is testament to the power of swimming outside of your lane.

Authentic inclusion is more than a conversation

“If change came through press releases every organisation would be unbelievable,” says Rafiq. Pointing to the fact that society is going through a period of change, he urges leaders to get comfortable with the uncomfortable. While individual people aren’t going to have all life experiences, learning from others and creating space for growth is imperative in keeping up with changing times. As well as being vital to keeping young talent engaged.

Authentic inclusion is more than a conversation, it is a shift in dynamics exemplified by Rafiq's own lived experience in cricket. Poor leadership trickles down into the overall culture of an organisation. “Businesses can match their words with actions or they’re going to find it very difficult,” adds Rafiq.

In rallying for change Rafiq champions the importance of self-care and reminds young people to find joy as the work can often be draining and take a toll on mental health, As an ambassador for a mental health charity he is passionate about helping others find their calm be it in going out to exercise or in rest and sleep. “Don’t beat yourself up, everyone is on a different journey,” he says.

Rafiq’s ongoing commitment to change and his positive attitude in the face of adversity is an important reminder of how adaptability can help to open new doors. In standing up for himself and others by refusing to accept empty gestures Rafiq exemplifies how we must challenge society to do better.

Creativebrief is proud to support the Behind The Face of Success podcast as media partner, alongside production partner The River Group.