Privacy policy

Privacy Policy 

This Privacy Policy provides details about how Sports Directory ("we", "us" and "our") processes your personal data as a controller, including how we use your personal data and how we keep it safe. It also explains the rights you have over your personal data.  

  

Sports Directory is a trading name of BSL International Ltd, registered in England and Wales (company 02800425) with its registered office at Unit A Brook Park, Shirebrook, Mansfield, England, NG20 8RY. 

 

You should read this Privacy Policy so that you know what we do with your personal data. Please also read any other privacy notices that we may provide to you from time to time, that may apply to our use of your personal data in specific circumstances.  

 

If you have any questions about this notice or how we handle your personal data, please contact us at sales@sportsdirectory.com  

 

The information that we collect about you 

Most of the personal data we process is provided directly by you, such as when you use our website, contact us by phone or email, or place an order. We may also collect personal information from third parties, for example payment processors such as Stripe or PayPal, and from analytics or advertising providers such as Google or Meta, where you have interacted with our marketing activity. 

 

We collect the following personal data about you: 

  • Contact details such as your name, email address, postal address, billing and delivery address, and telephone number. 
  • Account information such as your username, password, and order history if you register for an account on our website. 
  • Order and payment information such as the products you have purchased, purchase order details (for schools and institutions), payment method, and limited transaction data from our payment partners (Stripe and PayPal). 
  • Communications information such as the content of emails or phone calls you send to our customer service team, and any feedback or responses you provide to surveys, promotions, or competitions. 
  • Marketing preferences such as whether you wish to receive marketing communications and how you prefer to be contacted. 
  • Technical and usage data such as your IP address, browser type, device information, and details of how you interact with our website, collected through cookies and analytics tools (for example, Google Analytics 4). 
  • Photographs, video footage, and voice recordings captured at events, trade shows, or as part of our promotional activities, where you have provided consent or opted in. 
  • Social media and advertising interactions such as engagement with our content or ads on platforms like Facebook, Instagram, Google, and LinkedIn, where those platforms provide us with aggregated or anonymised data.

How and why we use your information 

The information we collect is used for the following purposes: 

  • processing and fulfilling your orders, including delivery, returns, and customer support; 
  • notifying customers about updates, new products, and special offers; 
  • managing and maintaining your online account and order history; 
  • arranging photography and videography of our products, promotional activities, and events; 
  • administering competitions, promotions, and surveys; 
  • understanding how our customers use our website and improving our products and services; 
  • performing analytics, advertising, and retargeting activities through partners such as Google and Meta; 
  • complying with our legal and regulatory obligations. 

 

We ensure that we have a lawful basis or bases for processing your personal data. We use your personal information for one of more of the following legal bases: 

  • with your consent  
  • where necessary for compliance with a legal obligation 
  • where necessary for our legitimate business purposes 
  • where necessary to perform a contract or an agreement with you or take steps at your request prior to entering into a contract 

 

We may also disclose your personal data where we are subject to a legal obligation to do so, in connection with the prevention or detection of crime, for the purpose of establishing, exercising or defending our legal rights, or where we consider that we receive a valid request for disclosure. This includes exchanging information with other companies and organisations for the purposes of fraud protection and credit risk reduction.

 

How long we keep your information 

We will not keep your personal information for any purpose(s) for longer than is necessary and we will only retain the relevant personal information that is necessary in relation to the purpose. 

 

We will retain the personal information you provided on registering an account on our Website so long as that account remains in existence. In the case of any contact you may have with our customer services department, we will retain those details for as long as is necessary to resolve your query and for a short period after the query is closed. 

 

On making a purchase through our Website, we will retain certain limited personal information such as your name, email address and postal address until you ask us to update or delete those details for the purpose of reporting new and existing users to our affiliate advertisers. We retain transaction information for as long as required by law. We will retain information regarding your website browsing history for a similar period. 

 

If we are legally required or if it is reasonably necessary to meet regulatory requirements, resolve disputes, prevent fraud and abuse, or enforce our terms and conditions, we may also retain some of your personal information for a limited period of time, even after you have closed your account. 

 

We will retain your information for a short time beyond the specified retention period, to allow for information to be reviewed and any deletion to take place. 

 

How we might share your personal data 

 We may share your personal data with: 

  • Other companies in the Frasers Group which means our subsidiaries, our ultimate holding company and its subsidiaries, as defined in section 1159 of the UK Companies Act 2006; 
  • Our professional advisers, including, without limitation, our insurers; 
  • Our suppliers, business partners and sub-contractors; 
  • Our Third Party Advertisers; and, 
  • Search engine and web analytics providers. 

 

You can find out more information about the third parties with which we may share your information here. If a third party is named in our media consent forms, they will also process your personal data in accordance with their own privacy policy, which we encourage you to review. 

 

In the event that we were to sell our business or assets, we may disclose your personal data to any prospective/actual purchaser and/or their advisers. 

 

The recipients of your personal data may be located in other countries. Although the data protection laws of these countries may differ from those in the United Kingdom, we will take appropriate measures to ensure that your personal information is handled as described in this Privacy Policy and in accordance with applicable law. You may obtain a copy of the safeguards used to protect any personal data transferred in this way by contacting sales@sportsdirectory.com.

You should be aware that if we are requested by the police or any other regulatory or government authority investigating suspected illegal activities to provide your personal information or any other information we obtain about you, we are entitled do so. 

 

Our Website may, from time to time, contain links to and from the websites of third parties. If you follow a link to any of these websites, please note that these websites have their own privacy policies and that we do not accept any responsibility or liability for these policies. Please check these policies before you submit any information to these websites.

 

Your rights 

In accordance with data protection law, you may have the right to request access to your personal data, as well as other rights, including the right to seek to update, delete or correct this information.  

 

 You have the following rights as an individual: 

 

  • You have the right to be informed about the processing of your personal information by means of this Privacy Policy, which outlines our data processing activities and your rights as an individual.   

 

  • In certain circumstances, you have the right to object to, or ask us to restrict, the processing of your personal data. This includes the right to ask us not to process your personal data for marketing purposes. You can exercise your right to prevent such processing by checking certain boxes on the forms we use to collect your data, clicking the unsubscribe button on any communication we have sent to you, by accessing the customer preference centre or by contacting us. 

 

  • Where you have consented to us using your personal data, you can withdraw that consent at any time. 

 

  • If the information we hold about you is inaccurate or incomplete, you can notify us and ask us to correct or supplement it. 

 

  • You also have the right, with some exceptions, to ask us to provide a copy of any personal data we hold about you. If you chose to exercise this right, then in certain circumstances any access request may be subject to a fee to meet our costs in providing you with details of the information we hold about you. 

 

  • Subject to certain conditions, you are entitled to have your data erased (also known as the "right to be forgotten"), including where the personal data is no longer necessary for the purposes for which it was collected or where the personal data has been unlawfully processed.   

 

  • Subject to certain conditions and in some circumstances, you have the right to receive the personal data that you have provided to us and which is processed by us by automated means, in a structured, commonly-used and machine-readable format, and to transmit that data to another data controller without hindrance. 

 

  • You have the right to complain to the data protection regulator, in the UK the Information Commissioner's Office (ICO), about our processing if your personal data.

 

Cookies 

In order to facilitate the e-commerce functions of the site, ie. adding items to a shopping basket through to checking out and making payments, we rely on session cookies(a small file with simple text data deposited on your computer) to identify you, the user, both during your anonymous phase (when you are yet to register) and during the logged in phase (when you have registered and signed in). We also collect statistical information relating to the usage of our site. This is done via google analytics. If you prefer not to allow these minimal functional requirements of our website, please do not use the site.  


 

What types of Cookies do we use? 

Our Website uses session cookies and persistent cookies. Session cookies operate while you use the website. Once you log off session cookies are deleted. Persistent cookies will not be deleted after each session. 

 

Strictly Necessary Cookies are essential to our Website, if these are disabled, your experience on our Website may be interrupted and you may not be able to use a shopping basket or make payment. 

 

Performance Cookies collect data about visitors. We use the data to improve your future experience and identify issues that our users may be experiencing. 

 

Functionality Cookies customise the look and appearance of our Website. For example, a functionality cookie will remember your username and language preferences next time you visit.

 

How we use Cookies and other tracking technologies 

 We use a combination of our own cookies, third party cookies and other tracking technologies to enhance your browsing experience and to enable our Website and app to function efficiently. In particular, we use cookies to: 

  • enable you to set up an account, place orders and make payments; 
  • remember items you place into your shopping basket; 
  • remember items you have been looking at so that you can quickly and easily go back to an item you looked at previously; 
  • enhance and personalise your shopping experience. 

 

The default setting on your web browser is to prohibit cookies, but you may have changed this during the installation process. You can also choose which cookies Sports Directory places on your computer when you access our website and can manage this on our profile/preferences page.  

 

Further information on cookies, including instructions on how to amend your browser settings to turn off cookies, is available widely online. However, if you disable or delete certain cookies you may not be able to shop or access important parts of our Website.

 

Cookie List: 

 

Cookie/tracking technology name 

Category 

Purpose 

ASP.NET_SessionId, .ASPXANONYMOUS, .ASPXAUTH 

Strictly Necessary 

These cookies are used to allow you to add to your basket and place orders and allow us to recognise anonymous and registered customers. 

__RequestVerificationToken 

Strictly Necessary 

This is an anti forgery token cookie. It prevents Cross Site Request Forgery (CSRF) attacks. It prevents malicious users from taking over a session activated by a logged in user. 

Google Analytics 

Third Party 

Google Analytics uses these cookies to discover when you first visited our site, how often you come back and how long you spend shopping. The information stored by these cookies can be seen only by the relevant teams at Sports Directory and Google and never shows any confidential information, we also use Google Analytics to track the performance of our website. 

__stripe_mid 

Third Party 

This is a cookie used to facilitate Stripe Payments. Stripe payments provide card payments in an efficient way and ensures your card details never get to us or our servers. 

__tawkuuid 

Third Party 

Used to facilitate our third party chat system provided by Tawk. 

 

Promotional Emails 

 Occasionally, we do send out promotional emails to inform our customers of new money saving promotions. If you do not want to receive such e-mails from us in the future, please use the unsubscribe link within the footer section of any of our emails to unsubscribe from our mailing list. You can also login and update your profile by logging into your account; in this case you will just need to modify your options for receiving promotional emails. 

 

Postal Mails 

If you supplied us with your postal address or your postal address in publicly available, you may receive periodic mailings from us with information on new products, services or promotions. If you do not wish to receive such mailings, please let us know by sending an email to us at sales@sportsdirectory.com. Please provide us with your exact name and address. 

 

Telephone Contacts 

Customers who supply us with their telephone numbers on-line may receive telephone contact from us with information regarding orders they have placed on-line. Please provide us with your correct phone number and keep us informed of any changes or corrections to your information. 

 

SSL Certificate 

We provide a secure channel via a TLS 1.2 compliant digital certificate for transferring information from our servers to your browser. This means all information exchange between yourself and our website is encrypted and completely secure and cannot be intercepted by any third party. 

If you have any concerns or need clarification on any points within our policy, please feel free to contact us via e-mail at sales@sportsdirectory.com 

 

Last updated: October 2025