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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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A new look for Oxfordshire Cricket

Serious Cricket are delighted to introduce the new Oxfordshire Cricket Match & Training range for the 2022 season. Oxfordshire saw an opportunity to establish a greater connection to the history of Oxfordshire Cricket by returning to the original county colours of Blue, Magenta, and Gold which date back to the 1920s. By moving into the new Serious Pro Sublimated Teamwear range, which offers the latest performance fabrics, Oxfordshire were presented with endless design possibilities that enabled them to create a unique identity both on and off the field. A workforce of players, parents and coaches from Oxfordshire collaborated with our design team to create the final product which will be proudly worn by Oxfordshire Cricket's Men's, Women's & Pathway squads for the next three years.   Matthew Barnes, Performance Director of Oxfordshire Cricket, had this to say: “Serious Cricket has been our teamwear provider since 2015 and we are delighted to extend our partnership with them until 2024 in alignment with the introduction of our new Training and On Field Match ranges. The introduction of the new Pro Sublimated Teamwear enabled us to create a bespoke Training and On Field match range in collaboration with Serious Cricket that features our three original county colours and design contributions from our current players, parents’ and guardians and workforce.   We look forward to our pathway and adult teams representing Oxfordshire Cricket in the new range and to continuing our relationship with Serious Cricket over the next three years.” Neil Rider, Managing Director of Serious Sport, added: “Serious Cricket are delighted to have been chosen to design and develop a brand new range of playing kit and teamwear for Oxfordshire Cricket. Working in collaboration with our design team and moving in to our new Serious Pro Sublimated Teamwear range, this has enabled us to create a unique design and look for Oxfordshire whilst also returning to their traditional colour pallet of Blue, Magenta and Gold. It is an exciting range for both on and off the field which will help Oxfordshire differentiate themselves as they look to further develop players from grass roots up to the highest levels of the game, through their pathway system. It is a project we have enjoyed working on and we look forward to servicing the kit requirements of Oxfordshire over the next few seasons”   The new Cricket Match and Training ranges will be available to purchase from the Oxfordshire Team Stores later in May.
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