Private data security

The Power Of Personal Data For Sports Events Sponsors

Sports sponsors can exploit personal data from spectators and fans in ways which were unimaginable even a few years ago, but with this growth in potential has come an increasing amount of regulation to protect individuals. As the Olympic and Paralympic Games and the UEFA Euro Championships approach, those collecting and using associated personal data have to make sure they don't break the rules in the sprint to the finish.

Data is part of the deal

Spectators are a source of valuable data each time they interact with each other, their fan clubs, venues, ticket sellers or sponsors and sometimes retailers. Historically, the spectators provided a substantial part of the revenues for any sporting event through their purchase of tickets, however, very little was known about them individually. Tickets were either purchased from the box office or through re-sellers, often anonymously.

As more and more of the public buy their tickets online, contact information is collected from individuals and repeat purchases can be tracked to determine all kinds of consumption and behavioral information. Ticket sales aren't the only source of data. Many organisations (e.g. UEFA) have built online environments where fans can create profiles by providing personal data and can play games, interact with their peers, receive benefits through promotions etc.