This policy describes how Dugout Limited and other companies in Dugout Group (also referred to as "Dugout", "we" or "us") collect and use your information.This Privacy Policy relates to your use of Dugout through our Platforms meaning the website at the URL (or any replacement or successor URL or website from time to time) including its different interfaces such as website, desktop, laptop, mobile, mobile applications and any other form of technology, including Dugout's Embed Player ("Platforms")

It also describes your data protection rights, including a right to object to some of the processing which we carry out. More information about your rights, and how to exercise them, is set out in the “What rights do I have?” section.

Dugout may collect various types of information about you through your use of our Platforms to process your requests, to provide a more personalized user experience and to help us improve the services we offer (see below for more information).

Dugout will be the Data Controller of any personal data we collect about you.


By using and Dugout video player when embedded in third-party websites, you can, amongst other things, view content from your favourite clubs, players and legends. In order for us to process your requests and activities on, it may be necessary to collect personal data about you. We collect and process personal data about you when you register on which includes:

When viewing content through our Embed Player we collect and process personal data about you which includes;

In the event that we require you to provide additional personal information, including any sensitive personal information, we will provide you with further information about why we are collecting such information and how we will use it.


Sometimes, we receive information about you from third parties. For example we may process data about your browsing history collected through cookies and similar technologies from our publisher partners (see Marketing below for more information).


We process this personal data for the following purposes:


We embed videos with Dugout content in our publisher's partners' websites. These videos may set cookies and similar technologies on your device which may be shared with Dugout and our partners for analytics and advertising purposes. You have the right to opt-out of this processing at any time (see Your Rights section below).


From time to time we will ask you whether you wish to receive marketing material from Dugout containing information about our services and partners.

You can always tell us that you do not wish to receive direct marketing communications from Dugout. But remember, if you do not want us to get in touch, you may miss out on valuable and exciting offers. If you would prefer not to receive direct marketing communications from us, simply let us know at any time by contacting us using the details below or by following the opt out instructions in the relevant communication. Please note that this will not stop you from receiving service messages from us.

We may use information which we hold about you to show you relevant advertising on third party sites (e.g. Facebook, Google, Instagram, Snapchat and Twitter among other third party publisher sites). This could involve showing you an advertising message where we know you have used Dugout products and services. If you do not want to be shown targeted advertising messages from Dugout, some third party sites allow you to request not to see messages from specific advertisers on that site in future. If you want to stop all personalised services from Dugout, including targeted advertising messages on third party sites you can block Cookies through your browser or device settings or contact us for further advice. For further information see

As part of its marketing efforts, Dugout and advertisers also use cookies to make online adverts more relevant to you, and enable Publishers to sell advertising space on their sites. We do this by matching and combining data, and gaining audience insights - this involves giving you a unique ID, and comparing our unique IDs with those of our trusted partners (such as Publishers, advertisers and third party suppliers that we work with). We use advertising match partners such as Lotame to enable us to do this. If your information is matched to information on the database of any of our trusted partners, we may combine this with the information we have about you. This helps to create a more rounded view of your demographic and content preferences. To do this, we would make assumptions about your interests based on the way you interact with websites and the information we obtain about you, adding you to groups that have indicated similar interests and preferences. For example if you view a Liverpool video on our site and our partner's site we might identify you as a user who may be interested in receiving more Liverpool content.


Wherever we rely on your consent, you will always be able to withdraw that consent, although we may have other legal grounds for processing your data for other purposes, such as those set out above. In some cases, we are able to send you direct marketing without your consent, where we rely on our legitimate interests. You have an absolute right to opt-out of any direct marketing, or profiling we carry out for direct marketing, at any time. You can do this by following the instructions provided in the communication where this is an electronic message, or by contacting us using the details set out below.


We may share your Personal Information with the Publisher(s); Advertisers and third party suppliers such as Lotame. In these cases, Dugout and the relevant publisher must both comply fully with data protection legislation.

We share your data with football clubs, other affiliates and carefully selected partners who we work with to pursue our legitimate interest.

Where you enter competitions, we share your data with the third parties (such as sports teams) who provide competition prizes and assist us in administering competitions.

We may provide information to advertisers and to third parties, including information relating to, but not limited to, sales and web-usage, to enable us to sell advertising and monitor the efficacy of our relationships with third parties.

Personal data may be shared with government authorities and/or law enforcement officials if required for the purposes above, if mandated by law or if required for the legal protection of our legitimate interests in compliance with applicable laws.

Personal data will also be shared with third party service providers, who will process it on behalf of Dugout for the purposes identified above. In particular, we use third party providers of website hosting, marketing services and administering competitions. In the event that the business is sold or integrated with another business, your details will be disclosed to our advisers and any prospective purchaser’s adviser and will be passed to the new owners of the business.

We may transfer some of your information outside of the European Economic Area ("EEA"). Where information is transferred outside the EEA or the United Kingdom, and where this is to a stakeholder or vendor in a country that is not subject to an adequacy decision by the EU Commission, data is adequately protected by EU Commission approved standard contractual clauses or a vendor's Processor Binding Corporate Rules. A copy of the relevant mechanism can be provided for your review on request to


Please note that clicking on links and advertisements on our Platform may result in your transferal to another website, where data privacy practices may vary to that of Dugout. If transferred to a third party site, you should consult the privacy policy of that other site as we are not responsible for and have no control over information that is submitted to or collected by any third party.


The rights in this section apply to individuals based in the EEA and the UK.

You have the right to ask us for a copy of your personal data; to correct, delete or restrict (stop any active) processing of your personal data; and to obtain the personal data you provide to us for a contract or with your consent in a structured, machine readable format, and to ask us to share (port) this data to another controller.

In addition, you can object to the processing of your personal data in some circumstances (in particular, where we don’t have to process the data to meet a contractual or other legal requirement, or where we are using the data for direct marketing).

These rights may be limited, for example if fulfilling your request would reveal personal data about another person, where they would infringe the rights of a third party (including our rights) or if you ask us to delete information which we are required by law to keep or have compelling legitimate interests in keeping. Relevant exemptions are included in both the GDPR and in relevant local implementing legislation. We will inform you of relevant exemptions we rely upon when responding to any request you make.

To exercise any of these rights, or to obtain other information, such as a copy of a legitimate interests balancing test, you can get in touch with us using the details set out below. If you have unresolved concerns, you have the right to complain to an EU data protection authority where you live, work or where you believe a breach may have occurred.


We hope that we can satisfy queries you may have about the way we process your data. If you have any concerns about how we process your data, or would like to opt out of direct marketing, you can get in touch at or by writing to Dugout:

Dugout Limited, 12 New Fetter Lane, London, EC4A 1JP, United Kingdom


Where we process personal information for marketing purposes or with your consent, we process the information until you ask us to stop and for a short period after this (to allow us to implement your requests). We also keep a record of the fact that you have asked us not to send you direct marketing or to process your information indefinitely so that we can respect your request in future.

Where we process personal information in connection with performing a contract, we keep the personal information in line with the contractual limitation period.


We will keep this privacy policy under review and may update it at any time. Any updates will be made on this page so that you can always find out what information we collect, how we use it and under what circumstances we will disclose it.



A cookie is a small text file that in certain circumstances third parties, place on your device when you visit our Platform, interact with the Platforms and/or open some of our emails. Cookies, amongst other things, allow Us to recognise you each time you interact with our Platforms and provide you with a more personalised user experience. There are in existence a variety of different cookies which are designed for use in specific sets of circumstances.


You should be aware that information on you may be collected through the use of cookies when you interact with the Platforms and/or selected third party sites. Some cookies, however, whilst useful, are not essential, and Platforms, we only place these non-essential cookies with your consent, and you can revoke consent at any time. Please see 'How to manage or refuse cookies' below for further details.

When you interact with the Platforms , we may place a cookie on your browser to enable Us to recognise you the next time you use the Platforms. . We may also place a further cookie on your browser when you register for, this will enable us to remember you next time you come to sign in, eliminating the need for you to re-enter your login details and customising your future uses of the Platforms..

Cookies may also be used to track your use of the Platforms to better develop them, for example, determining which parts of the Platform are more popular and determining content accordingly.

We may also place cookies on your user device to provide you with behavioural advertising and monitor the advertising on the Platform.

Small pieces of code called pixel tags, web beacons or GIF files, are used in conjunction with cookies to help us manage and monitor our online advertising and wider business arrangements with third parties. These files will allow us to aggregate information relating to advertising and your usage of the Platforms. The type of information collected includes, but is not limited to, information relating to advertising responses, page views, promotion views and purchases made. Such pixel tags may be used to recognise third party cookies (cookies generated by third parties) and inform us and/or third parties of which advertisement or link brought you into the Platforms, allowing us to monitor the efficacy of our business relationships with third parties. Please see the section below entitled 'Use of different cookies' for more detail on the various cookies in use by Us and how they work.


We will use different cookies at various stages of your use of the Platforms. :

Strictly Necessary Cookies: These cookies are essential in order to enable you to move around the Platform and use its features, such as accessing secure areas. Without these cookies, services like enabling appropriate content based your type of device cannot be provided.

Performance Cookies: These cookies collect information about how visitors use our Platforms, for instance which pages visitors go to most often, and if they get error messages from web pages. These cookies don’t collect information that identifies a visitor. All information these cookies collect is aggregated and therefore anonymous. It is only used to improve how the Platforms work.

Functionality Cookies: These cookies allow us to remember choices you make (such as your language or the region you are in) and provide enhanced, more personal features. These cookies can also be used to remember changes you have made to text size, fonts and other parts of web pages that you can customise. They may also be used to provide services you have asked for such as watching a video or commenting on a blog. The information these cookies collect may be anonymised and they cannot track your browsing activity on other websites.

Social Media Cookies: These cookies allow you to share what you’ve been doing on the website on social media such as Facebook and Twitter. This information may be linked to targeting/advertising activities. These cookies are not within our control. Interactions with these features are governed by the privacy policy of the company providing it.

Targeting/Advertising Cookies: These cookies are used to deliver advertising more relevant to you and your interests. They are also used to limit the number of times you see an advertisement as well as help measure the effectiveness of the advertising campaigns. They are usually placed by advertising networks with our permission. They remember that you have visited a website and this information is shared with other organisations such as advertisers.


For a list of the cookies we use, please see here.

Cookies are also placed on our embed player which appears on our publisher partners’ websites. In these circumstance we rely our publisher partner to obtain consent on Dugout’s behalf.


You can change your cookie preferences and withdraw your consent at any time using our Cookie Consent Tool. For further information we recommend you visit the following websites for further information on altering your cookie settings:

For more detailed information on how to clear or disable all of your browser cookies, please go to

©Dugout Limited (July, 2020)