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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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Junior Cricket League set for "Blast Off" In 2017

The Wollen Michelmore South Devon Youth Cricket League is set to offer youngsters in South Devon the opportunity to experience cricket in a whole new light in 2017 thanks to a new sponsorship arrangement with Serious Cricket. The league, which has recently received national recognition as a leader in innovation and best practise, will be encouraging member clubs to enhance the match day experience for their junior players through the adoption of coloured clothing, pink balls and zing bails as well as providing more atmosphere at games and more coverage of junior cricket on social media. This move is being supported by a new strategic partnership with Serious Cricket - a UK based company who already supply coloured cricket clothing to amateur cricket clubs around the country and who provide team kits for clubs who reach the finals of the ECB's national club T20 competitions. Using the hashtag 'havingablast', the league are offering an award to the club within their league who make the greatest effort to upgrade their junior matchday experience and who also provide coverage of games through channels such as Facebook, Twitter and Instagram. Youth League Chairman Chris Partridge said "We are delighted to enter into this partnership with Serious Cricket as they, like us, recognise the importance of making junior cricket matches resemble the high-octane experience that young players see when they watch tournaments such as the NatWest T20 Blast, IPL, Women’s Super League and Big Bash.  This sponsorship agreement allows us to incentivise clubs to ensure junior club cricket is more closely aligned to the professional game, and to reward the club who demonstrate the greatest commitment to enhancing the experience for their young players.   The whole concept of #havingablast is to enthuse and engage young players - especially teenagers - so that clubs find it easier to recruit and retain cricketers which will ultimately support both their junior and senior teams." Neil Rider from Serious Cricket added... "We are delighted to be supporting the development of Junior Cricket in South Devon with this exciting, ground breaking initiative which will help enhance the playing experience for all young cricketers involved. The South Devon Cricket League have recognised the importance of making cricket fun, and as a the UK’s largest provider of coloured clothing, stumps and T20 balls - this is a perfect partnership to ensure all young cricketers in South Devon are #havingablast this summer!"
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