Can sports clubs share their marketing database with sponsors?

Published 05 September 2019 By: Mark Hersey

Data Lock

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.

 

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Author

Mark Hersey

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.