Publisher Emerald Group has named Headingley since 2017; will continue to fund the stadium, which is also home to the Leeds Rhinos; Yorkshire Tea terminates relationship early, while Tetley’s and David Lloyd Clubs will not renew partnerships
Emerald Group has been a Headingley sponsor since 2017
The Emerald Group has terminated its brand relationship with Yorkshire over the county’s handling of the Azeem Rafiq racism case, with other sponsors following suit or seeking urgent talks.
The Bingley-based publisher has held the naming rights to Headingley, county seat and Super League club Leeds Rhinos, since 2017.
A statement from the company read: “Today we have made the decision to eliminate our brand association with the Yorkshire County Cricket Club and Headingley Stadium.
“We do not tolerate any form of racism or discriminatory behavior and the damaging effects this has.
“Our intention remains to continue the financial commitment to the stadium itself, which is also the home of Leeds Rhinos rugby, as we believe this supports the goals of diversity and inclusion in the sport alongside a variety of charitable community efforts.
“However, Emerald will no longer sponsor the Yorkshire County Cricket Club.
“We hope that YCCC will listen and respond with serious action to eradicate racism from the club and uphold the values we all hope for.”
Another major sponsor, local brewery Tetley’s, announced that its current deal with Yorkshire will not be extended.
A statement from Tetley read: “As a brand, we strive to be inclusive and work with partners who share these values. We are deeply saddened by the ongoing conversation about the Yorkshire County Cricket Club after recent research and reporting, and we firmly believe that decisive action will be taken is required.
“As such, we have informed the Yorkshire Country Cricket Club of our intention not to extend our official beer sponsorship with them beyond the end of the current contractual agreement. Discussions with relevant parties continue as we have a valuable 25-year relationship with Headingley Stadium and Leeds Rhinos, which also includes the recent addition of our brand sponsorship of the Yorkshire County Cricket Club. We are proud of our investment in the sport in Leeds through these partners and we do not want the actions of one club to affect others. “.
Yorkshire Tea also confirmed on Wednesday that it was finalizing an agreement with the county, which was due to conclude soon, effective immediately.
A statement read: “We were displeased to read about Azeem Rafiq’s experiences during his time at the Yorkshire County Cricket Club. We wholeheartedly believe that cricket should be a sport for everyone, but his experiences and the way the report was handled panel don reflect that.
“Our current partnership with YCCC was naturally coming to an end, but we have made the decision to end it with immediate effect.”
Local transport company First Leeds said in a statement: “We are concerned by the findings of this independent panel and we are clear that we do not tolerate any form of discrimination. We seek to speak with the club as soon as possible.”
David Lloyd Clubs will not continue his association with the club: “At David Lloyd Clubs we operate a zero tolerance policy towards harassment or discrimination of any kind.
“The partnership between our Leeds club and the Yorkshire County Cricket Club was at the local level and was discontinued a few weeks ago. In light of recent reports on Azeem Rafiq’s treatment, it will not be restored.”
On Tuesday, Yorkshire President Roger Hutton was summoned to appear before a parliamentary committee on Digital, Culture, Media and Sport when Rafiq’s account of what he alleges as institutional racism at the club reached the upper echelons of Westminster.
Rafiq has also been offered the opportunity to testify, and the earliest possible date for any hearing has been confirmed as November 16.
Health Secretary Sajid Javid said “heads should roll” in Yorkshire as pressure mounted, and a spokesman for Prime Minister Boris Johnson followed Javid’s remarks urging the Cricket Board of England and Wales to “investigate this thoroughly and quickly “and” take action where necessary. “
An independent report commissioned by Yorkshire previously ruled that Rafiq, who played for his home county in two terms between 2008 and 2018, had been the victim of “racial harassment and intimidation.”
But Yorkshire, despite offering a full apology to his former player, stated that no employee, past or present, would face further action.
Since then, the ECB has apologized for not solving the problem sooner.
“Last week we received the report from the Yorkshire CCC on the allegations of racism and intimidation made by Azeem Rafiq against the club,” said an ECB statement.
