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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 announce exciting new partnership with the ECB’s NatWest U19 Club T20


Serious Cricket announce exciting new partnership with the ECB’s NatWest U19 Club T20

Serious Cricket are delighted to announce an exciting new partnership with the ECB’s NatWest U19 Club T20 initiative, becoming the competition’s Approved Teamwear & Equipment supplier. Piloted in 2014, the U19 T20 grew significantly in 2015 with 460 teams in England & Wales taking part in the competition. It's envisaged that for 2016, due to the popularity, the competition will continue to see increased demand. This new, vibrant competition is focussed on keeping players in the game during their late teens & adding value to their clubs by really taking ownership of their teams. By providing a T20 platform, these young cricketers can play fast, lively matches that are aimed at re-engaging this generation with their clubs. The feedback has shown that this format has created a great social atmosphere around the club on match and training days. The Online Hub for the competition is the dedicated ECB U19 T20 Play-Cricket.com site; teams can keep up to date with fixtures, results, download music stings and check their latest stats against other players in the ‘Stats Zone’. The competition has created a buzz across all major social media channels and players regularly engage with clubs and other players using the #U19T20 hash tag. Take a look below at the promotional video and see what you can expect in 2016: https://youtu.be/_pW8vrEFHKo As the ‘Approved Supplier for NatWest U19 Club T20’, Serious Cricket has created a bespoke Online Platform where U19 T20 Teams can build Online Team Stores retailing their personalised T20 Kit (Shirts, Trousers, Caps etc). We also stock a range of T20 ‘must-haves’, such as Zing Bails, coloured stumps and Batting Clads to add to the ‘Blast’ feel of the competition. By holding a large level of T20 stock, Serious Cricket can offer all teams an easy to use, unique ordering model with lead times of around 5 working days on kit orders! All clubs registered to the competition will also receive 15% off kit purchases. The ECB are now asking clubs to register their interest to be part of the 2016 competition. If you were involved in 2015 or fancy a piece of the action in 2016 please go to ecb.co.uk/U19T20 to complete a short online form by Sunday 29th November:
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