Newbery Cricket
Newbery Cricket is a privately held, family-founded English cricket equipment manufacturer (est. early 1900s, formalized 1981) producing handcrafted English willow bats, leather cricket balls, protection, footwear, and teamwear, supplying the ECB, 13 English professional counties, 10 ICC nations, and a global DTC e-commerce and B2B club customer base.
- Company typePrivate
- Founded1981
- HeadquartersLancing, United Kingdom
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Newbery Cricket does
Newbery Cricket (legal entity: John Newbery Ltd) is a privately held, family-founded cricket equipment manufacturer based in Lancing, West Sussex, England, tracing its heritage to Len Newbery in the early 1900s and formalized under John Newbery in 1981. The company designs and produces handcrafted English willow cricket bats using a unique willow pressing process — each cleft is individually assessed for weight, grain, and pressure per square inch — and offers a portfolio of 555+ products spanning bats, leather cricket balls (Elite, League, Club tiers), batting and wicket-keeping protection, the Newbery 360 Cricket Shoe (developed with Luxembourg designers), clothing, luggage, and accessories. Sub-brands target distinct price tiers: SPS (flagship professional), Player (mid-range), Kudos (value), Pulse (2025 entry-level), and Newbery Classics (limited-edition heritage bats).
The business operates a direct-to-consumer e-commerce model through newbery.co.uk with UK next-day delivery and worldwide shipping, complemented by B2B clubs and teamwear partnerships via the Kit Studio platform serving 15+ cricket clubs and schools across the UK, Sweden, Cyprus, and the USA. Anchor customers include the England & Wales Cricket Board (ECB) for Women's domestic competitions, all 13 English professional counties, 10 ICC member nations, and the three largest USA cricket leagues. Additional revenue streams include bespoke services (BatBuilder custom bats, Bat Cloning, Knocking In), VIP showroom appointments, and the Newbery Cricket Centre — a two-lane indoor bowling-machine facility. In 2024, the company launched a Brand Reset five-year business plan focused on cricket balls, teamwear, and premium bats, coinciding with the Pulse range launch and the Newbery 360 Cricket Shoe. No external funding, acquisitions, or parent company involvement is referenced.
Newbery Cricket firmographics
Firmographics- Name
- Newbery Cricket
- Legal name
- John Newbery Ltd
- Website
- https://newbery.co.uk
- Company type
- Private
- Founded year
- 1981
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Newbery Cricket is a privately held, family-founded English cricket equipment manufacturer (est. early 1900s, formalized 1981) producing handcrafted English willow bats, leather cricket balls, protection, footwear, and teamwear, supplying the ECB, 13 English professional counties, 10 ICC nations, and a global DTC e-commerce and B2B club customer base.
- Ownership category
- akta.pro rank
Newbery Cricket industry classification
Industry- Product category
- Cricket Equipment
- NAICS
- Sporting and Athletic Goods Manufacturing (339920), Sporting Goods Retailers (45911)
- SIC
- Sporting & Athletic Goods, Nec (3949)
- akta.pro primary industry
- Cricket Equipment Retail (CRAMAEAH)
Keywords
Where Newbery Cricket is headquartered
LocationHeadquarters
- HQ city
- Lancing
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Newbery Cricket business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Cricket Equipment Retail: Direct sale of handcrafted cricket bats, protection equipment, cricket balls, shoes, clothing and accessories through e-commerce website. One-time purchase model with product warranty.
- Teamwear and Customisation: Customised cricket teamwear for clubs and teams through Kit Studio platform, offering printing and embroidery services.
- Bat Building and Cloning Services: Custom bat building service (BatBuilder) and bat cloning service allowing customers to replicate preferred bat specifications.
- Professional Services: Knocking in service for new cricket bats, VIP appointment bookings for personalised shopping experience.
- Cricket Centre Facility: State-of-the-art cricket centre with two lanes and professional bowling machine available for booking through pitchbooking platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Premium Professional Bats (SPS, Classic Range) |
| Unit Pricing | Pay-as-you-go | Mid-Range Bats (Academy, Navarone, Kudos, Pulse) |
| Unit Pricing | Pay-as-you-go | Elite Cricket Balls |
| Unit Pricing | Pay-as-you-go | League Cricket Balls |
| Unit Pricing | Pay-as-you-go | Club Cricket Balls |
| Unit Pricing | Pay-as-you-go | Batting Protection Equipment |
| Unit Pricing | Pay-as-you-go | Wicketkeeping Equipment |
| Unit Pricing | Pay-as-you-go | Cricket Shoes |
| Unit Pricing | Pay-as-you-go | Cricket Clothing |
| Unit Pricing | Pay-as-you-go | Custom Bat Services |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
Newbery Cricket product offering
Product offeringCore offering
Newbery Cricket designs, handcrafts and sells cricket equipment directly through its e-commerce store, club partnerships and on-site showroom. The portfolio centres on handcrafted English willow cricket bats across multiple tiers (SPS, Player, Kudos, Pulse, Classics), leather cricket balls (Elite/League/Club), batting and wicket-keeping protection, the Newbery 360 cricket shoe, teamwear, accessories, and ancillary services such as custom bat building, bat cloning, knocking-in, and indoor cricket centre bookings.
Product overview
Newbery Cricket is a heritage cricket equipment brand based in Lancing, West Sussex, England, offering a broad portfolio of handcrafted cricket equipment and teamwear. The core offering centres on handcrafted English willow cricket bats across multiple product ranges: the premium SPS range (flagship professional line with the iconic all-white design), the Player range (mid-range club quality), the Kudos range (affordable quality), and the Pulse range (premium yet affordable entry-level with vibrant design). The Classic Heritage sub-brand revives iconic historical bat models (Mjolnir, The Master 100, Centurion) in strictly limited numbers using Grade 1 or Pro Grade English willow. Bespoke offerings include the BatBuilder custom bat service and a Bat Cloning Service. The ball portfolio spans three tiers: Elite (Super Grade leather, ECB-approved for women's domestic cricket), League (Grade 2 leather), and Club (Grade 3 leather), available in red, pink, and white, plus training and polysoft balls. Protection equipment includes batting gloves and pads across the SPS, Player, Kudos, and Pulse ranges. Wicket-keeping equipment (gloves and pads) spans the Pro, SPS, Pulse, and Newbery 5* lines. The footwear range is anchored by the Newbery 360 Cricket Shoe (developed in Luxembourg with world-renowned designers). Accessories include bat grips, bat protection sheets, bat covers, inner gloves, and abdomen protectors. Luggage comprises the SPS Duffle Wheelie Bag and Kudos Duffle Bag. Clothing and teamwear includes performance tops, training wear, playing whites, and headwear, with custom teamwear available through Kit Studio. Services include a Knocking In Service, VIP showroom appointments, and the Newbery Cricket Centre (an indoor facility with professional bowling machine lanes).
Differentiator
Problem solved
Functional benefit
Brands
- SPS: Flagship professional quality range featuring iconic all-white design, trusted by top cricketers for over 15 years.
- Player
- Kudos
- Pulse
- Newbery Classics
Products and services
- SPS Cricket Bat
Quantifiable outcome
- Trusted supplier to ECB Women's domestic structure and professional competitions
- +2 more outcomes
Companies that use Newbery Cricket
Customer profileNamed customers6 records
Segments6 records
Ideal customer profiles4 records
Newbery Cricket technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Newbery Cricket partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- England & Wales Cricket Board (ECB)coreOfficial ball supplier for ECB Women's domestic structure including Vitality T20 Women's County Cup, Vitality Blast and Metro Bank One Day Women's Competitions. Primestatus supplier relationship in UK professional cricket.
- 13 English Professional Cricket CountiescoreCricket ball supplier to all 13 English professional cricket counties, establishing Newbery as a leading ball manufacturer in UK professional cricket.
- 10 ICC NationscoreCricket ball supplier to 10 ICC member nations, demonstrating international reach and reputation for quality cricket equipment.
- USA Cricket LeaguesminorTrusted ball supplier for the three largest cricket leagues in the USA, expanding market presence in North American cricket.
- Cricket Club Partners (Various)minorClub shop partnerships with various cricket clubs including Burwash CC, Croydon Harriers, Low Moor CC, Paralytics CC, Roebucks CC, Shoreham by Sea CC, Worthing Warriors, Firesport UK CC, Basford Mill CC, Cardiff CC, Cricket Cyprus, Serendib CC, Warnham CC, Breaking Boundaries, Thorpeness CC and others.
- Cricket SwedenminorInternational club shop partnership for cricket equipment distribution in Sweden.
- Mid-Week Corporate Cricket LeagueminorCorporate cricket league partnership offering teamwear and equipment to business cricket teams.
- Barclays Knight Stokes Cup (BKS Cup)minorNamed tournament sponsorship with dedicated shop page for event merchandise and equipment.
- Twenty 20 Community Cricket (T20CC)minorCommunity cricket initiative partnership providing cricket merchandise to community cricket participants.
Scale indicators5 records
Recent moves6 records
Expansion highlights4 records
Newbery Cricket competitors and assessment
Company assessmentBroad incumbents
- Adidas Cricket: Global sporting goods giant with a cricket line spanning footwear, apparel, and equipment. Overlaps with Newbery in cricket shoes and teamwear, backed by a parent company marketing and distribution budget orders of magnitude larger than Newbery's.
- Slazenger: Historic British sporting goods brand (founded 1881) producing cricket bats, balls, and equipment. Competes in the same product categories as Newbery but operates as part of a wider multi-sport portfolio under wider corporate ownership.
- Puma Cricket: Global athletic brand with cricket equipment and footwear lines, particularly strong in the Indian market. Direct overlap with Newbery in cricket shoes and teamwear, with significant global brand investment.
Direct peers
- Spartan Sports: Cricket equipment manufacturer producing bats, balls, and accessories. Competes directly with Newbery in match balls and across the wider equipment range, particularly in club and school cricket.
- MRF: Indian cricket bat manufacturer with a strong presence in professional cricket. Competes with Newbery in the premium English willow bat segment and is endorsed by several international stars.
- Gray-Nicolls: British heritage cricket brand manufacturing bats, balls, and equipment since 1855. Direct competitor in the same product categories (English willow bats, match balls, protection) targeting UK professional and club cricketers.
- Kookaburra: Australian cricket ball and equipment manufacturer dominant globally in match balls. Directly competes with Newbery in cricket balls and is the official supplier to many ICC events and major Test-playing nations.
- Masuri: British cricket helmet specialist with a growing wider equipment range. Comparable as a UK-based cricket equipment manufacturer with similar heritage positioning and overlapping customer segments.
- SS (Sareen Sports): Indian cricket equipment manufacturer producing English and Kashmir willow bats, balls, and protection gear. Direct competitor across Newbery's bat and equipment range, with strong South Asian distribution.
- Gunn & Moore: Nottingham-based cricket equipment maker founded in 1885, producing English willow bats and full cricket gear. Competes head-to-head with Newbery in premium English willow bats and is endorsed by leading international players.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Newbery Cricket social profiles
Digital presenceNewbery Cricket financial estimates
Financial estimateRevenue estimate
Valuation estimate
Newbery Cricket leadership team
Management profileNumber of profiles
Newbery Cricket funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Newbery Cricket M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Newbery Cricket
What does Newbery Cricket do?
Newbery Cricket designs, handcrafts and sells cricket equipment directly through its e-commerce store, club partnerships and on-site showroom. The portfolio centres on handcrafted English willow cricket bats across multiple tiers (SPS, Player, Kudos, Pulse, Classics), leather cricket balls (Elite/League/Club), batting and wicket-keeping protection, the Newbery 360 cricket shoe, teamwear, accessories, and ancillary services such as custom bat building, bat cloning, knocking-in, and indoor cricket centre bookings.
Is Newbery Cricket a public or private company?
Newbery Cricket is a private company. It is classified as family owned and is currently operating.
When was Newbery Cricket founded?
Newbery Cricket was founded in 1981. It employs 11 to 50 people.
Where is Newbery Cricket based?
Newbery Cricket is headquartered in Lancing, United Kingdom, in the Europe region.
How does Newbery Cricket make money?
Five revenue lines are on record. Cricket Equipment Retail is the primary driver. The others are teamwear and Customisation, bat Building and Cloning Services, professional Services and cricket Centre Facility.
Who are Newbery Cricket's main competitors?
Broad incumbents on record are Adidas Cricket, Slazenger and Puma Cricket. Direct peers are Spartan Sports, MRF, Gray-Nicolls, Kookaburra, Masuri, SS (Sareen Sports) and Gunn & Moore.
Does Newbery Cricket have an API?
No public API is recorded for Newbery Cricket.
What industry is Newbery Cricket in?
Newbery Cricket's product category is Cricket Equipment. Its primary akta.pro industry code is CRAMAEAH, Cricket Equipment Retail. Its NAICS code is 339920 and its SIC code is 3949.