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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 Sport Acquire Leading Football Kit Manufacturer Toga Sports

The Serious Sport Group are delighted to announce the acquisition of Football Kit Company, Toga Sports. Serious Sport who specialise in manufacturing and delivering personalised sports teamwear to thousands of Sports Teams in the UK through its online club store model, have completed the acquisition of Toga Sports who are well known in the UK as the largest Football Kit manufacturers of high quality but cheap football kits. The deal which was reached earlier this year continues to cement Serious Sport’s position as the market leader in offering a 5 day turnaround on personalised kit and teamwear. Under this agreement a full Serious Football Kit range will be launched to run alongside the already high quality and popular Serious Cricket range of garments. With a new teamwear range due to launch in 2018 too, Serious Sport will be well placed to offer Cricket, Football and all sports not only the best value team kits in the UK, but also the best quality personalised teamwear delivered in 5 working days. Neil Rider, Founder and Managing Director of the Serious Sport Group commented "Having become the market leader and number one in personalised cricket teamwear over the last few years, this acquisition of Toga Sports recognises the commitment we have to enable all football clubs and football teams to experience high quality personalised football kits at the lowest prices in the UK, backed up by our award winning online team store model, supported with excellent customer service".   To visit our full range of Football Kits click here to visit our Serious Football site.
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