History PicsBails

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 Extend Partnership with Hampshire Cricket & The Southern Vipers

Serious Cricket are delighted to announce an extended partnership with Hampshire County Cricket Club and the Southern Vipers. As part of the new agreement, Serious Cricket will provide all playing and teamwear for the Hampshire Women’s side as well as the male and female Hampshire Player Pathway squads. Serious Cricket will also continue to supply playing and teamwear to the Ageas Bowl based Kia Super League franchise, the Southern Vipers. Hampshire Chief Commercial Officer, Jonathan Crocker said,  "We are very pleased to be associated with Serious Cricket and are looking forward to continuing our excellent relationship with them as part of this new agreement". Speaking about the extension of this partnership, Serious Cricket Founder and Managing Director Neil Rider said,  "We are delighted to be continuing our teamwear partnership with Hampshire Cricket & the Southern Vipers. Working with two iconic teams, further cements our position as the Number One Personalised Cricket Teamwear Company in the UK". The extension of this partnership further cements Serious Cricket's position as the UK's Number 1 Personalised Cricket Clothing Company.  
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