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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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Sublimation 180x180


No Limits with Bespoke Coloured Kit

Earlier this Summer, Serious Cricket, the UK’s Number One Personalised Cricket Teamwear Company launched a bespoke custom made coloured kit builder, and it has been a popular addition for our clubs with more than 30 coloured team kits produced since April 2018!  Pete Brailey, Serious Sports National Clothing Sales Manager says; “with more of our clubs playing in county and national T20 competitions it became our priority to provide high quality bespoke coloured clothing to those clubs!” The Serious Sublimation process is our new and exciting way to create and design custom made kit for your club with No Limits. At Serious, we are unique in that all of our kit is manufactured in-house with the utmost care and attention to detail by our dedicated staff to bring your custom kit to life. This enables us to deliver your fully personalised first order within 10-15 working days. Our online 3D Kit Designer allows you to select from a range of match shirts and jumpers and customise our predesigned templates. There is also the offer for clubs to design their own unique shirt and jumper.    Sparshott CC are a leading example of this whereby they designed their own kit with help from our in-house designers: (pictures) There really are No Limits when it comes to designing your clubs coloured cricket kit with our online kit builder, just follow the 7 Step process: Select your product... Choose from a range of shirts and sweaters. Select your design… Choose from a wide range of designs or opt for your own tailored design. Select your collar style... Opt for a round-neck style or a stand-up collar. Select your colourways... We have more than 100 different colour options and thousands of possible combinations to make your look unique. Add your logo’s... Upload your club badge/logo and see your bespoke kit come to life. Multiple sponsor logos can also be added at no extra charge. Add your personalisation... Personalise your kit with names and numbers at no extra charge with your initial order. Send for approval… Once you are happy with your kit design. Send it for approval with us and a member of our dedicated sales team will be in touch. Delivered in just 10-15 working days (from artwork approval), and all future team store orders are then dispatched within just 5 working days, a service unrivalled in the UK. For more information please visit our website https://seriouscricket.co.uk/serious/team-kit-builder/#/ or call one of our dedicated account managers on 01256 398633.   Terms and Conditions: Initial order must be a minimum of 11 items. The initial order will automatically qualify for extra personalisation at no additional cost (name and number). The above prices will also be the same for future orders of the custom kit made through the club’s team store. All personalisation made through the club team store will be charged at £3.00 per embellishment. Lead times on initial bulk order will be dispatched 10-15 working days from approval of artwork. Future online team store orders will be dispatched 5- 7 working days from point of order. There will be no refunds on any custom kit items unless the garment is faulty. Prices are inclusive of VAT where applicable.
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