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.