Privacy Notice
SportsFi Ltd, is registered in England with company number 13839769 and All Sports Finance Ltd with company number 12739098 and with registered offices at 71 Queen Victoria Street, London, United Kingdom, EC4V 4BE.
Privacy Notice Guide
Who we are
At SportsFi, we are committed to protecting your privacy and handling your personal data responsibly and securely. This Privacy Notice outlines how we collect, use, share, and protect your personal data in compliance with relevant UK and EU data protection law when we act as controller of that personal data only.
SportsFi products allow sporting Teams, Clubs, Agents, and Players to transact digitally and securely, in real time including simplifying tracking contracts and information across the organisation, reducing the need for manual processing, improving efficiency and transparency for all SportsFi users. Given the way our products work, most of the personal data we process through our products is done on behalf of the Teams, Clubs, and/or Agents who using our products, that is – we act as a processor. Accordingly, it is the Team, Club, and/or Agent’s privacy notice will apply to most personal data processing conducted via our products.
We act as controller of the personal data processed via our products only in certain instances. Specifically, we are controller of the personal data relevant to:
- the setup and management of user profiles on our products;
- communication with customers and users of our products, interacting with potential customers who contact us;
- managing communications and interactions via our website;
- business contact and relationship management for those buying our products; and
- a database of basic, widely known, information about top level players (male and female) in professional football (soccer).
This privacy notice applies only to those instances were SportsFi acts as controller.
How and why, we use your personal data:
Personal data is information relating to a person that can be used to help uniquely identify them, either directly or indirectly, so it is information about you, or which can help identify you.
We will collect personal data about you directly from you, from the device you use to access our products, or from trusted third parties (for example from a club about their players).
We process your personal data for the purpose of providing you with access to our products and services as well as managing our relationship with you (as customer or user of our products), as well as to enable us to constantly improve the products and services that we offer to all those interested in using our products.
In some instances, if you do not provide us with certain requested personal data, we may not be able to provide you with some or all of our products and services.
We may use your personal data to provide and customise our products and services, to provide customer support, to communicate with you, to administer and improve our products and services, to maintain security and prevent fraud, to meet our legal obligations and for general business operations (including for example considering any merger or other business restructuring opportunities). We may also anonymise personal data provided to us to perform further data analysis and research, as well as for assessment of how to improve our products and services. When personal data is anonymised, it will no longer be considered personal data.
Categories of personal data we may process:
- Basic information: first name, last name, title, email address, date of birth, employer, role/job title;
- Authentication data: username and password (date of birth may also be required to verify age where required);
- Device information: IP address, MAC address, unique device identifiers, unique identifiers set in cookies, and any information passively captured
about a person’s online activities, browsing, application or hotspot usage or device location;
- Sports-related information: data captured about a player from media such as video, images, audio, data and analytics of individuals
participating in sport activity;
- Citizenship and residency information;
- Correspondence data: personal data that is shared in the event you contact us about our products, as part of customer support, or in relation
to any questions you may have regarding our processing of your personal data as controller; and
- Player information: first name, last name, player photograph, club/team, sports position, height and nationality.
Player information
Our platform and services make use of publicly available information about players in a database. This database enables users of our platform and services to easily look-up players’ information which is necessary for the service they are using (for example, looking up player information relevant to a transaction managed through our Bidding Room). We only use publicly available information (see the information listed above), and rely on legitimate interest for this processing.
Visiting our website
Our website uses cookies. Further information on this can be seen on our cookies policy. Please note cookies that are necessary for functionality, security and/or accessibility are essential cookies which cannot be deleted or rejected.
Additionally, when you visit our website, we may receive and store usage information to help us determine how visitors arrive, what type of content is most popular and which visitors are interested in particular content. We may collect the page visited, the time, the source of the request, the type of browser making the request, the preceding page view and other information about your engagement with our site and services.
We may also collect your IP address and your Device Identifier. We may associate your Device Identifier with the personal data you provide.
Purposes of processing
We will process your personal data for the following purposes:
- Providing and managing our products and services;
- Communicating with you;
- Improving our services and developing new features;
- General business requirements (including for example proposed sale, restructuring, transfer or merging of any or all part(s) of our business,
including responding to queries from prospective buyers or merging organisations);
- Marketing and advertising;
- Complying with legal obligations;
- Protecting our rights and interests; and
- Detecting, preventing or otherwise addressing fraud, security or technical issues.
Legal basis
In accordance with applicable data protection law, we process your personal data based on one or more of the following legal bases:
- Performance of a contract, with you or a third party or to take steps at your request before entering into a contract;
- To comply with legal obligations;
- Legitimate interests pursued by SportsFi or a third party and the data subjects’ interests and fundamental rights do not override those
interests, specifically:
- providing a database of publicly available player information that enables an easy look-up and fill function within the different
platforms/services we provide (such as our Bidding Room service);
- responding to customer, potential customer and user communications;
- providing customers and users with updates and service improvements as they evolve and become available;
- providing you with information that you have requested in the form that you have requested it in;
- collecting feedback on our products to continuously improve our products and services, and to address any faults or
issues that may have been identified;
- managing business relationships and the growth of the company, including potential mergers, acquisitions or other
company reorganisation opportunities or requirements;
- obtaining professional advice and services, for example obtaining legal advice to establish and defend our legal rights,
and to understand our legal obligations and seek advice in connection with the same;
- assisting with the prevention and/or detection of crime or unlawful acts;
- monitoring our products and systems to maintain security, and to prevent any fraudulent and/or unlawful activity;
- implementing business development and marketing strategies to grow our business; and
- training staff to ensure our products and services, particularly when communicating with customers and users, are
always improving and the quality remains at a high standard.
- Your consent: where we rely on consent for processing, you have the right to withdraw consent at any time. This does not affect the lawfulness
of processing prior to consent being withdrawn.
Sharing your personal data
We only share personal data with companies, organisations or individuals outside SportsFi Ltd if we consider that access, use, preservation or disclosure of the information is necessary and where permitted by law.
Some of the instances where we may share personal data with third parties (as permitted by law) include:
- other companies within the SportsFi group;
- third parties we use to help deliver our services;
- to get feedback on system performance, quality and experience, when required as part of our obligations for ongoing
product performance and monitoring; and
- professional advisors (such as law firms or accountants) and other third parties in connection with our legitimate business activities.
Where we engage processors on our behalf to facilitate providing our products, we will have an agreement in place with them to restrict how they process your personal data, as well as to impose certain obligations on them, in particular security obligations, to protect your personal data.
We may disclose and exchange information with law enforcement agencies and regulatory bodies to comply with our legal and regulatory obligations, as is necessary and permitted by law.
Marketing
SportsFi may send you periodic product updates and news by email, and we will obtain your consent to do so, where required by law.
If you no longer wish to receive any promotional communications, you may opt out of receiving them by following the opt-out instructions included in any communication that you receive from us or by contacting us via our webform Contact Us.
Please note that even if you opt out of receiving promotional communications from us, we may still send you administrative and transactional messages essential for delivery of our products and services.
Where we process personal data
Data processed through our website is stored and hosted within the UK/EU.
Data security
We take appropriate technical and organisational measures to maintain your personal data in a secure environment to prevent your personal data being accidentally lost or unauthorised access and use. Our partners are bound by contract to do the same. We limit access to your personal data to those who have a genuine business need to access it.
We will also monitor any emails sent to us, including file attachments, for viruses or malicious software and you have a responsibility to ensure that any email you send is within the bounds of the law.
While we take steps to protect personal data within our IT environment, we cannot guarantee the security of data sent over the internet, nor can we help you protect the username and passwords that you use to access your SportsFi profile while they are in your hands. You are responsible for ensuring the security of your own environment and taking steps you consider necessary to protect your communications over the internet.
Data retention
We retain your personal data for as long as necessary to fulfil the purposes outlined in this Privacy Notice or as required by law. When considering the retention period for any personal data, we will consider the following factors:
- the nature of the personal data;
- the purpose for which we hold the personal data;
- whether the personal data relates to any ongoing relationship or contract we have with you (including whether
there is any ongoing complaint and/or litigation with you);
- whether we are required to retain the personal data for legal or other reasons;
- whether we have been asked by you or a regulatory body to retain personal data about you for a valid reason.
Links to other sites
When using our products and services, you may be offered links to other websites. If you follow links to other sites from our hosted services, we are not responsible for how those sites process any personal data you may share with them when you are on those sites. You should refer to the privacy notice and cookies policies of those sites to assess how they process your personal data.
Your rights
You have various rights which may apply to our processing of your personal data, including the right:
- to ask us for copies of your personal data (the right of access);
- to ask us to rectify information you think is inaccurate or incomplete (the right to rectification);
- under certain circumstances, to require us to delete your personal data (the right to be forgotten);
- under certain circumstances, to require us to restrict processing of your personal data e.g. if you contest the accuracy
of the data (the right to restrict processing);
- under certain circumstances, to receive the personal data you provided to us, in a structured, commonly used and
machine-readable format and/or to transmit that data to a third party (the right to data portability); and
- under certain circumstances, to object to our continued processing of your personal data e.g. processing carried
out for the purpose of our legitimate interests (the right to object).
For further information on each of those rights, including the circumstances in which they apply, please contact us or see the Guidance from the UK Information Commissioner’s Office (ICO) https://ico.org.uk/for-the-public/.
If you wish to exercise any of the above rights, please write to us at: compliance@sportsfi.com.
Enquiries
For general enquiries you can contact us by visiting the SportsFi website and completing the contact us form.
For any questions about the personal data we hold about you, please contact our Data Protection Officer at: SportsFi DPO.
How to make a complaint
If you have an issue with how we have responded to any rights or requests that you are not happy with, you can write to us first to make submissions about your concerns. Please do so by emailing us at: compliance@sportsfi.com
If you are still dissatisfied with the outcome of your complaint, you have the right to raise any concerns about how your personal data is being processed by us as controller with the Information Commissioner’s Office (ICO): 0303 123 1113.
We are registered with the ICO, registration number ZB829079.
Changes to our Privacy Notice
The Privacy Notice will continue to be reviewed and updated as required. The Privacy Notice was last updated on 14 November 2025.