Privacy Policy

Privacy Policy

In this Privacy Policy, any use of the words “you”, “yours” or similar expressions shall mean

any user of our website and digital platforms whatsoever. Terms such as “we”, “us”, “our” or

similar expressions shall mean Swansea City Association Football Club Limited.

Your privacy is of the highest importance to us, and we promise not to release your personal

details to any outside company for their mailing or marketing purposes.

This Privacy Policy explains what information we collect about you, how we may use it and

the steps we will take to ensure it is kept secure.

Please read the following carefully.

Controllers of Information

Any personal information provided to or gathered by is controlled by

us. Details of our Data Protection Officer can be obtained by emailing or write to us at the following address:

Data Protection Officer

Swansea City Association Football Club Limited

Liberty Stadium



The information we collect and how we will use your information

All personal information that we collect about you is recorded, used and protected by us in

accordance with data protection legislation and our data protection framework. We will

always ask for your consent before we communicate with you.

When we provide you with products or services we may collect and store any personal

information you provide to us, for example, your name, address, email address, payment

details. We may also record details of any disability or health needs you may have at the

time of booking an event to help ensure your comfort and safety and improve our future


When you create an online account, register to receive marketing communications from us

(and/or our sponsors and partners), enter one of our competitions, fill in one of our forms

(whether online or offline) or otherwise expressly provide us with your personal information,

we may collect and store any personal information that you provide to us and may use it to

personalise and improve your experience on our digital platforms, provide products and

services you request from us, and carry out profiling and market research.

However, your personal information is used in the following ways:

 to administer and provide products and services you request or have expressed an

interest in,

 to enable us to administer any competitions or other offers/promotions which you

enter into,

 to communicate with you in the event that any products or services you have

requested are unavailable,

 for fraud screening and prevention purposes,

 for record keeping purposes,

 to carry out market research so that we can improve the products and services we


 to track your activity on our digital platforms,

 to create an individual profile for you so that we can understand and respect your


 to personalise and improve your experience on our digital platforms,

 to personalise and/ tailor any communications that we may send you,

 for profiling purposes to enable us to personalise and/or tailor any marketing

communications that you may consent to receive from us.

When you interact with our digital platforms, we will ordinarily collect information about your

visit. This is to help us understand how our fans use our digital platforms to enable us to

create better content and more relevant communication.

We will collect information on:

 how you have reached our digital platforms and the internet protocol (IP) addresses

you have used,

 your browser type, versions and plug-ins and your operating system,

 your journey through our digital platform, link clicks, searches made, the time spent

on the page and any other interactions.

 the videos watched

 the liked or shared content

 the adverts followed

 your subscription status

 forms completed

Your country of location may be ascertained from the IP address you have used and we may

analyse which marketing activity led to specific actions being taken e.g. app downloads

Custom Audience

We also participate in Facebook's ‘Custom Audience’ service from time to time. This service

enables the Club to display to you personalised advertisements when you visit Facebook’s

social media platforms. It works by converting your email address to a unique number that

Facebook uses to match to unique numbers that Facebook generates from email addresses

of its users. Where we use Facebook Custom Audiences, we will only include you if you

have consented to receive marketing from us. If you have given us your consent, you can

change your mind at any time by unsubscribing or by adjusting your preferences in the

preference centre


We will not contact you unless you have given your express consent for us to do so. You will

be given options to opt-in to receive communications from us or third parties via us.

Swans Direct / Club Shop Website

When you make a purchase from our Club Shop Website, we do collect certain personal

information from you (for example: your name, email address, payment address and details).

All such information is held on secure servers. We comply fully with all applicable Data

Protection and consumer legislation, and we will treat all your personal information as fully


In order to serve you most efficiently, reputable third-party banking institutions handle our

credit card transactions. They receive the information needed to verify and authorise your

payment card before we process your order. All such institutions are under strict obligation to

keep your personal information private.

Disclosure of your information

The information you submit to us will be held in accordance with our responsibilities under

the General Data Protection Regulations. As a consequence, we will not disclose your

personal information to any third party other than:

 As required as a matter of law;

 In the reasonable enforcement of our contractual rights, terms of use or terms and

conditions of sale;

 Lawfully assist the police or security services with the prevention and detection of

crime or terrorist activity;

 Where such disclosure is necessary to protect the safety or security of any persons;

 To identify or resolve technical problems arising from the use of our website;

 To deal with complaints from any party regarding the operation of our website;

 As otherwise set out in this Privacy Policy or in those parts of the website where we

collect your personal details.

Security of information

Data stored on our website will be stored in a secure manner and we shall use reasonable

endeavours to ensure that any such data cannot be accessed by unauthorised third parties.

When you submit payment details to use, we use Secure Sockets Layer (SSL) encryption

technology to protect your information.

Any information held on paper is stored securely and electronic information is stored on an

encrypted cloud database which can only be accessed by authorised members of staff.

Where we have given you or you have chosen a password which enables you to access

certain parts of our website, you are responsible for keeping this password confidential.

Children and Privacy

It is important to us that children can enjoy our website in a responsible fashion. We

encourage parents and guardians to supervise their children’s online activities by, for

example, adopting parental control tools available from online services and software

developers to help provide a child-friendly online environment. These tools can also prevent

children from disclosing online their name, address, and other personal information without

parental permission.

Your child’s privacy is important to us. We are committed to safeguarding children’s personal

information collected online, and to helping parents and guardians and their children learn

how to exercise control over personal information while exploring the internet.

Preference options are restricted when a date of birth is recognised to be under 16 years of


For those under the age of 13, there will be no preference centre available.

However, if an individual does wish to receive communications, a request may be sent to

The Club will review each request and if appropriate seek the consent of the parent or

guardian before updating the individual’s preference centre.

If you are a parent or guardian and would like to review any personal information that we

have collected online from your child, have this information deleted, and/or request that there

be no further collection or use of your child’s personal information or if you have any

questions about our Privacy Policy or practices, you may contact us at

How we use cookies

Cookies are small pieces of information that are stored by the browser on a computer’s hard

drive and they are used to record how people use and navigate websites.

For further information, please see our Cookies Policy.

CCTV and Body Worn Video

Please refer to the CCTV Policy and Body Worn Video Policy for further information.

Use of Your Information Outside of the European Union

Some of the organisations to which we may disclose personal information may be situated

outside of the European Union. In order to provide the services you require, we may need to

transfer your personal information to these countries some of which do not have laws that

protect privacy rights as extensively as in the United Kingdom.

If we do transfer your personal information to other territories, we will take proper steps to

ensure that the information is protected in accordance with this Privacy Policy and our Data

Protection Policy.

Your Rights

We will not process your personal data for direct marketing purposes unless you have given

us consent to do so. You have a right to opt in or out of receiving direct marketing at any


We recommend that you regularly review the personal information you have supplied to us

to ensure that your information is correct and up to date.

You may contact us at any time at to discuss the information we hold

on you.

You have the following rights:

 Right to object : If we are using your data because we deem it necessary for our

legitimate interests to do so, and you do not agree, you have the right to object. We will

respond to your request within 30 days (although we may be allowed to extend this period

in certain cases). Generally, we will only disagree with you if certain limited conditions


 Right to withdraw consen t: Where we have obtained your consent to process your

personal data for certain activities (for example, for profiling your suitability for certain

roles), or consent to market to you, you may withdraw your consent at any time.

 Data Subject Access Requests (DSAR) : Just so it's clear, you have the right to ask

us to confirm what information we hold about you at any time, and you may ask us to

modify, update or delete such information. At this point we may comply with your request

or, additionally do one of the following:

- we may ask you to verify your identity, or ask for more information about your request;


- where we are legally permitted to do so, we may decline your request, but we will

explain why if we do so.

 Right to erasure : In certain situations, you have the right to request us to "erase" your

personal data. We will respond to your request within 30 days (although we may be

allowed to extend this period in certain cases) and will only disagree with you if certain

limited conditions apply. If we do agree to your request, we will delete your data but will

generally assume that you would prefer us to keep a note of your name on our register of

individuals who would prefer not to be contacted. That way, we will minimise the chances

of you being contacted in the future where your data are collected in unconnected

circumstances. If you would prefer us not to do this, you are free to say so.

 Right of data portability : If you wish, you have the right to transfer your data from us

to another data controller. We will help with this – either by directly transferring your data

for you, or by providing you with a copy in a commonly used machine-readable format.

 Right to lodge a complaint with a supervisory authority : You also have the right to

lodge a complaint with the Information Commissioners Office

 If your interests or requirements change, you can unsubscribe from part or all of our

marketing content (for example - our newsletter) by clicking the unsubscribe link in the

email, or by updating your preferences through our preference centre on our website.

Changes to this Privacy Policy

Privacy laws and practice are constantly developing. Our policies and procedures are

therefore under continual review. We may, from time to time, update our privacy policy. Any

such changes will be posted on this page.


Questions, comments and requests regarding this Privacy Policy should be addressed to:

Data Protection Officer

Swansea City Association Football Club Limited

Liberty Stadium