Privacy Notice

This Privacy Notice sets out what information we collect, how we collect it and what we do with it. 

The data controller is UK American Football Live Ltd. Victory Business Centre, 24 West Road, Annfield Plan, Stanley, County Durham, DH9 8HU.


The type of personal information we collect

We currently collect and process the following information:

  • Personal identifiers, contacts and characteristics (for example, name and contact details)
  • Your communication or purchase history with us.


How we get the personal information and why we have it

Most of the personal information we process is provided to us directly by you for one of the following reasons:

  • You submit information via an enquiry or subscription form on our website
  • You place an order or sign up to a service via our website
  • You contact us directly via telephone or email

From time to time we may also receive personal information from third parties, for example business partners, sub-contractors, advertising networks, analytics providers, search information providers, credit reference agencies and debt collection and tracing agencies, other companies in the same group as UK American Football Live Ltd.


What we do with your information

We use your information:

  • To provide you with the information or service you are looking for
  • To carry out obligations arising from your online purchase or subscription
  • To communicate and notify you about changes to our service
  • To provide customer support and assistance where relevant
  • To enable us to administer our site and for internal operations, including troubleshooting, data analysis, testing, research, statistical and survey purposes, as part of our efforts to keep our site safe and secure.


Marketing preferences

Using your information, we may from time to time contact you with information on offers, new products, forthcoming events or competitions from us and our group companies.

You will have the choice to opt out of receiving such communications by indicating your choice at the purchase or enquiry stage. You will also be given the opportunity on every e-communication that we send you to indicate that you no longer wish to receive our direct marketing material.

We will try and tailor the information you receive or see; this will enable us to provide you with more personalised and relevant communications. We may also use innovative technologies to measure or understand the effectiveness of advertising we serve to you and others, and to deliver relevant advertising to you and work with business partners to achieve this.


The basis on which we may use your data

We only use your personal data where one or more of the following apply:

  • You have given your consent (which you can withdraw at any time), or
  • It is necessary for the performance of a contract between us, or for the taking of steps at your request with a view to entering into a contract, or
  • It is necessary for compliance with a legal obligation that we must comply with, or
  • It is necessary in order to protect your interests.
  • It is either the disclosure of personal data by us as a member of an anti-fraud organisation or otherwise in accordance with any arrangements made by such an organisation; or any other use by us of personal data, and it is necessary for the purposes of preventing fraud or a particular kind of fraud.
  • It is necessary for us to pursue our legitimate interests such as marketing our services in the appropriate circumstances for example where you have used our services and have not objected to receiving information about further services of a similar nature.


How we store your personal information

We are committed to ensuring your personal information is kept secure and confidential and not kept for longer than is necessary for the purposes they were processed.

We will only retain your personal data for as long as necessary to fulfil the purposes we originally collected it for, including for the purposes of satisfying any legal, accounting, or reporting requirements.

We have appropriate security measures in place to prevent unlawful or unauthorised use, access or accidental loss of personal information. We also seek to ensure our service providers do the same.


Information sharing and disclosure

We do not sell or rent any personally identifiable information about you to any third party.

We may employ third party companies and individuals to facilitate our service, to provide the service on our behalf or to perform service-related services. These third parties have access to your personal data only to perform these tasks on our behalf and are obligated not to disclose or use it for any other purpose.

We may sometimes share your information third party service providers working on our behalf, who are outside the UK. Such companies may also be outside of the Europe. We only transfer your personal information to a third party service provider or overseas where we are satisfied that adequate levels of protection are in place to protect the integrity and security of any information being processed and compliance with applicable privacy and data protection laws.

We may disclose personally identifiable information in response to legal process, for example in response to a court order or a subpoena, or in response to a law enforcement agency’s request, or where we believe it is necessary to investigate, prevent or take action regarding illegal activities, and as otherwise required by law.

Whenever we share your information we do everything we can to ensure it is protected from misuse or loss.


Your data protection rights

If you are from the European Economic Area, you have rights (with some exceptions and restrictions) to:

  • Object to our processing of your personal information, including profiling. You can object at any time and we shall stop processing the information you have objected to, unless we can show compelling legitimate grounds to continue that processing;
  • Access your personal information. If you make this kind of request and we hold personal information about you, we are required to provide you with information on it, including a description and copy of the personal information and why we are processing it;
  • Request erasure of your personal information in certain circumstances;
  • Request correction or updating of the personal information that we hold about you and that is inaccurate;
  • Request the restriction of our processing of your personal information in some situations. If you request this, we can continue to store your personal information but are restricted from further processing it while the restriction is in place;
  • Where our processing of your personal information is based on your consent, you may withdraw your consent at any time. Withdrawing your consent does not affect the lawfulness of what we have done with your personal information before you withdrew consent;
  • Complain to your local data protection authority about our collection or use of your personal information. In the UK, the local data protection authority is the UK Information Commissioner’s Office.

If you exercise the rights above and there is any question about who you are, we may require you to provide information from which we can satisfy ourselves as to your identity.

Please contact us at UK American Football Live Ltd. Victory Business Centre, 24 West Road, Annfield Plan, Stanley, County Durham, DH9 8HU if you wish to make a request.


How to complain

If you have any concerns about our use of your personal information, you can make a complaint to us at UK American Football Live Ltd. Victory Business Centre, 24 West Road, Annfield Plan, Stanley, County Durham, DH9 8HU.

You can also complain to the ICO if you are unhappy with how we have used your data.

The ICO’s address:           

Information Commissioner’s Office, Wycliffe House, Water Lane, Wilmslow, Cheshire, SK9 5AF

Helpline number: 0303 123 1113

ICO website: