Can sports clubs share their marketing database with sponsors?
A club’s marketing database is an asset that can potentially be leveraged not only by the club but also by the club’s sponsors. Since the introduction of the General Data Protection Regulation (GDPR) there has been a great deal of nervousness about sharing personal data with sponsors. However, having the ability to share your database with sponsors can be mutually beneficial and, as we explain below, is not completely ruled out by the current law.
Of course, before deciding whether to share the database with sponsors, clubs need to be mindful of their data protection obligations, but clubs should avoid taking an overly restrictive approach as data protection law is not intended to stifle the legitimate and proportionate sharing of personal data.
This piece takes a look at some of the key considerations that clubs should take into account. Sponsors should also be mindful that other considerations may apply in respect of the use that they make of the database once it has been shared.
To continue reading or watching login or register here
Already a member? Sign in
Get access to all of the expert analysis and commentary at LawInSport including articles, webinars, conference videos and podcast transcripts. Find out more here.
- Tags: Commercial | Data Protection | GDPR | Intellectual Property | Sponsorship | United Kingdom (UK)
Related Articles
- Protecting Databases: Copyright Scores
- Implementing the GDPR in Switzerland: legal issues and challenges for international sports bodies
- Diplomacy: exploring the relationship between sports, global politics and the law - Panel discussion to take place at Understand the Rules of the Game 2019
Written by
Mark Hersey
Associate, Lewis Silkin LLP
Mark is an Associate in Lewis Silkin’s Commercial, Data Privacy and Brands & IP practice groups. He joined Lewis Silkin in January 2018 and primarily advises clients on commercial contracts and data privacy matters.
He qualified as a solicitor in March 2016 and since then have gained a broad range of non-contentious and contentious experience for a variety of clients. Prior to training as a solicitor I was a compliance officer for a multinational bank and studied law at the University of Nottingham.
