ZARINA BAHDUR
“Life is not linear, it will take you to unexpected places. It won’t always be easy, and can't plan every step, but the unexpected paths are often the most valuable.”
Meet Zarina Bahdur, a sports business consultant with 20 years of experience across agency, media consultancy, and research. Her career spans various sectors, driven by a natural curiosity and a passion for learning, exploring, and finding innovative ways to enhance the projects she contributes to. From an early age, despite challenges, Zarina’s parents ensured she had the opportunity to play sports.
ZARINA’S EARLY SPORT MEMORIES
“Most of my early childhood was during apartheid South Africa, Where access to sport was limited for girls and people of colour. Despite these challenges, I played soccer, cricket, tennis and shot hoops in my garden or on the street. My dad always made sure that no matter the obstacles, we still found a way to play sport.”
INSPIRING SPORT EXPERIENCES
“I often reflect on my childhood, especially when I see young people meeting their heroes, visiting a stadium for the first time, or experiencing a training camp. Those moments remind me of my own journey.
On a much larger scale, volunteering at the Confederations Cup in 2009 and World Cup in 2010 was unforgettable. Being part of the experience both in the stadium and in the streets of Jo'burg, was filled with excitement and a sense that everything was possible. At the time, I didn't understand what it meant for South Africa to win the 1996 Africa Cup of Nations at the time but it now holds a significant place in my mind and history, far more than the 1995 Rugby World Cup to be honest.”
DIVERSE REPRESENTATION IN ORGANISATIONS
“Any forward-thinking organisation, big or small should WANT diverse voices to achieve objectives because each person from different backgrounds offers different perspectives that lead to better results.
This requires policy changes at all levels. Organisations should set clear goals, and ensure that their employment and promotion practices are a reflection of this. They should seek guidance and support where needed and collaborate with companies and organisations that practice this. They must be transparent and held accountable. The process is made so much easier and benefits everyone when organisations include diverse representation that have the necessary skills unlike just appointing someone to make the numbers.”
MAKING A CONTRIBUTION IN SPORT
“Life is not linear. It will take you to unexpected places. It's not always easy, and can't always be planned out, but the unexpected paths can be the most valuable ones. Don't be attached to a fixed idea of who you are or where you are going. Change, pivot, rest and reset as you need.
For me, it's about making a contribution - having an impact, even if its just on one person. If everyone plays their part, the small things add up to something greater.”
ADVICE FOR PEOPLE IN SPORT
“Know your core values and principles first—don’t compromise on them. Be open to learning and own your mistakes. Know when to quit, ask for help, and be patient—success takes time. Find trusted mentors to turn to for advice and support.”
