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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 four-year partnership with Southern Vipers


Serious Cricket announce four-year partnership with Southern Vipers

Serious Cricket is delighted to announce a new four-year partnership with Kia Super League team the Southern Vipers to become their official kit supplier. Led by ex England Women's Captain Charlotte Edwards MBE, the Southern Vipers will play in the newly formed Kia Super League T20 competition. Revealed by the ECB in 2015, the Kia Super League moves into its inaugural season this Summer with a key focus on helping to support greater participation in Women's cricket whilst encouraging higher levels of performance. As part of our partnership, the Southern Vipers will wear our new technical clothing range off field, and a striking new bespoke playing kit on the field which will set the team apart from the rest. Serious Cricket will also host a dedicated online team store which supporters of the Vipers can purchase replica match kit and training wear from. Talking about this exciting new partnership, Serious Cricket Founder and Managing Director Neil Rider said: "We are delighted to become the exclusive technical clothing partner to the Southern Vipers for the next four years. It is an exciting time for the Women's game. Having worked closely with a few of the Vipers squad before - this partnership further cements Serious Cricket's ambitions of becoming the leading personalised cricket clothing company in the UK". The competition features six teams (Southern Vipers, Surrey Stars, Lancashire Thunder, Loughborough Lightening, Western Storm and Yorkshire Diamonds) with the Vipers kicking off their season on Sunday 31st July v the Surrey Stars. As well as Charlotte Edwards, the Vipers squad also includes international stars Natasha Farrant, Lydia Greenway, Suzie Bates and Sara McGlashan. You can follow all the Vipers action this summer on social media by following @SeriousCricket and @VipersKSL and for ticket information click here. #BewaretheVipers
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