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Serious Sport is a Hampshire-based company, born of a love of sport and the vision to deliver specialist sportswear and equipment in very short lead times. Founded by brothers Neil and Simon Rider, both are sports enthusiasts with a particular talent for cricket.




Neil, the company’s MD, played cricket throughout his youth reaching Minor Counties Level and making England Under 17 trials alongside the likes of Andrew Flintoff, and Alex Tudor. On moving to the coaching side of the game, he became the youngest Development Officer for the ECB, and subsequently Manager and Assistant Coach of the Ashes-holding England Women’s Team between 2003-2007.


Simon, Operations Manager, played County Cricket for Suffolk too (U10 to U17). A right-handed batsman, he once managed to bowl someone out despite suffering a broken finger. Simon's love of sport carried through to his education, studying Sports Engineering at university.
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Serious Cricket Announced as New Kit Supplier for Hampshire County Cricket Performance Pathway Squads


Serious Cricket Announced as New Kit Supplier for Hampshire County Cricket Performance Pathway Squads

We are delighted to announce that we have agreed a new two-year deal with Hampshire Cricket to become the official kit supplier of the club’s restructured player performance pathway squads. Serious Cricket will provide all the playing & leisurewear through a dedicated online team store which will cover all County Age Groups and Regional Performance Centres. Hampshire Cricket Player Development Manger Matthew Drakeley said, "It’s an exciting time with the new performance pathway and this new partnership with Serious Cricket highlights our ambition to drive it forward to make it a success. The new restructure is all about bringing through the best young cricketers in the county, so it’s fantastic to have a Hampshire-based company supplying the kit for the next two years". Under the new format, Hampshire Cricket now fully manage and deliver all aspects of the new youth performance pathway, replacing the existing structure administered by the Hampshire Cricket Board. Richard Morris, National Sales Manager of Serious Cricket said, "We are delighted to become the official clothing supplier to Hampshire Cricket, and over the next two seasons we are confident we can kit them out in our high quality ranges, making them not only look the part but helping them to achieve their forward thinking ambitions both on and off the field. As a Hampshire-based company, it's great to be involved with our local county, especially at such an exciting time following the recent restructure of youth cricket in the county. I look forward to seeing the Rose & Crown on some Serious Cricket kit around the county next summer". Alongside our role of kit supplier, we will be providing Hampshire Cricket our venue, The Dummer Cricket Centre, the club’s performance pathway north training programme. This deal further cements Serious Cricket's position as the UK's Number 1 Personalised Cricket Clothing Company.​ 
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