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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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Newbury Netball Partnership 1080x1080


Serious Sport announce multi-year sponsorship with Newbury Netball League

Serious Sport and Newbury Netball League are delighted to announce their new multi-year sponsorship. This 3-year sponsorship will see Serious Sports support all participating members of the Newbury Netball League community, making Netball more accessible and safer for teams to play. Members of the Newbury Netball League will also benefit from Serious Sport's high-quality Netball teamwear offering and online club shop portal, streamlining the ordering process for Netball teams. Tom Mahoney, Marketing Manager of Serious Sport, said "We are delighted to announce our new sponsorship of the Newbury Netball League. Since launching our Netball range, we've been looking for leagues to partner with and have been incredibly impressed with the Newbury Netball League. Their community feel and ambition perfectly aligns with the Serious Sport brand as we operate as a teamwear partner rather than a traditional teamwear supplier. This partnership will help raise awareness of Serious Sport's Netball offering and we are proud to be working alongside Newbury Netball to help grow the sport in West Berkshire". Press Officer for Newbury Netball, Gemma White, said “Serious Sport have come on board and have made a huge impact immediately. They have donated safety equipment and specialist equipment to every single Winter League team. These gifts have made Netball more accessible for all teams and umpires alike. Netball is not a sport that receives huge funding that is felt directly by the teams, it is heavily reliant on local volunteers and local sponsors. In the past teams have struggled to fund basic kit and even match balls. Therefore, for Serious Sport to provide such support will help teams enormously, especially given today’s financial climate. We're hoping.”
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