Privacy Policy

This Privacy Notice explains the types of personal data we may collect about you when you interact with us. It also explains how we’ll store and handle that data, and keep it safe. We hope the following sections will answer any questions you have but if not, please do get in touch with us.

What information do we collect and why?

We collect and process personal data about you when you register to use this website or purchase or express an interest in receiving products from us or subscribing to our communications. This includes:

Your contact details including your name, postal and email address and telephone number.

  • To contact you in order for us to manage, administer and provide our products to you.
  • To respond to any correspondence and service-related enquiries you send to us in respect of our products.
  • We will use this information to market products and services to you where you have consented to this.
  • To communicate any updates to you including any changes to our terms and conditions, any changes to this Privacy Notice and to our website.
  • To invite you to give feedback and/or take part in market research or surveys to assist us with improving customer experience and our products.
  • Identity details including your title, name, address, phone number, email address, user name, social media handles or other similar identifier.
  • To register you as a customer and to ensure that we are corresponding with and providing products to the correct person.
  • To enable your participation in a prize draw or competition which you have entered.

Payment card details.

  • Your payment card details may be collected via our website. This information is used solely for billing purposes by our PCI-DSS certified payment services provider. Your payment card information is encrypted and transmitted to our payment services provider securely via HTTPS. Your payment card details are never stored on our systems, and our staff cannot access them. A limited selection of our staff can access your payment card's expiration date to ensure your payment information remains valid. 
  • Details of payments from you and other details of products you have purchased from us including any feedback.
  • To allow us to provide you with any products you have purchased from us.
  • To administer any refunds that we provide to you.
  • To enable you to track your payments history through your account.
  • To establish whether other products that we may wish to contact you about (where we are entitled to do so) are relevant.
  • To respond to comments / complaints you or others may send to us.
  • To improve and protect our products, platforms, content and websites.
  • Your preferences in receiving marketing communications from us and any third parties (including any consents you have given us) and confirmation of whether or not we should contact you.
  • To make sure that we only send marketing information to you where we are entitled to do so.
  • We receive a 'yes' or 'no' answer at our request from the Telephone Preference Service and, if relevant, as a result of mortality and gambling/betting/financial screening as an indication of whether we should contact you for marketing purposes.
  • Your username and password, purchases or orders made by you, your interests, preferences, feedback and survey responses.
  • We will use this information to show you information that is relevant to you including your account information and history to allow you to administer your account.
  • We also use some of this information for analytics purposes, which are described in more detail below under 'Our use of data analytics'.
  • Technical data about your access to and use of the website and app.
  • This is likely to include IP address (from which we may infer your country of location), the type of device you are using, your login data, browser type and version, time zone setting and location, browser plug-in types and versions, operating system and platform and other technology on the device you use to access our website or app and information about whether you open our communications, which content you have viewed and other page interaction information. 
  • This is primarily to help us better understand how our customers use our digital platform to enable us to create better content and more relevant communications. For more information on this, please see our Cookies Policy [LINK]. 
  • Information required by law.
  • Such as in response to requests by government or law enforcement authorities conducting an investigation.
  • Please note that we may use any of the data described above to prevent, investigate and/or report fraud, security incidents or crime in accordance with applicable law.

Our use of data analytics

We evaluate, categorise and profile personal data to help us tailor materials and communications on our platform and on third party platforms such as social media. This helps us understand and provide a better experience to our customers and to improve and protect our organisation.

Internal research and analysis: We carry out research and analysis on our customers to determine the success of campaigns, better understand behaviour and responses and identify patterns and trends. This helps inform our approach and make us a stronger and more effective organisation. Understanding our customers, their interests and what they care about also helps us provide a better experience.

Analysis and grouping: We analyse the data we collect about customers to identify common characteristics and preferences. We do this by assessing various types of information including behaviour, for example, previous activity or demographic information, such as age or location. This allows us to ensure you receive the communications, products and information which are most important to you.

Profiling to help us understand our customers: We profile customers on the basis of various criteria including their interests, general geographic location, website/app activity and socioeconomic and age groups. We also use aggregated, anonymised lifestyle data obtained from third parties to supplement our profiles. This information helps us to ensure communications are relevant and timely and to offer new products that may be of interest to our customers.

Several of these analytics activities rely on the use of cookies. You can set your browser to refuse all or some browser cookies, or to alert you when websites set or access cookies. If you disable or refuse cookies, please note that some parts of our website or platforms may become inaccessible or not function properly. For more information about the cookies we use, please see our Cookies Policy https://www.sggapparel.com/cookies.

Legal basis for processing personal data

Our legal basis for collecting and using your personal data will depend on the personal data concerned and the specific context in which we collect it.

If we ask you to provide personal data to comply with a legal requirement or to perform a contract with you or with your explicit consent, we can provide details of this to you on request. We will advise you at the time whether the provision of your personal data is mandatory or not (as well as of the possible consequences if you do not provide your personal data).

If we collect and use your personal data in reliance on our legitimate interests (or those of any third party), you may request that we provide with you information about what those legitimate interests are by contacting us using the details at 'How do I get in touch with you?' below.

Who will we share this data with, where and when?

Data will also be shared with third party service providers, who will process it on our behalf for the purposes identified above. Such third parties include providers of social media platforms and search engines, providers of services such as website hosting, software providers, maintenance providers, payment providers and marketing services.

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.

We will only share your data with a third party for the purpose of them directly marketing to you where you have consented to such data sharing (for example, when entering into a specific competition for which we have partnered with that third party).

We may need to store or transfer your personal information to countries outside the European Economic Area (EEA), some of which do not protect privacy rights as extensively as in the United Kingdom. However, we have taken appropriate safeguards to require that your personal information will remain protected in accordance with this Privacy Notice. Further details of these safeguards can be provided for your review on request by contracting our Data Protection Officer using the contact information set out under the heading ‘How do I get in touch with you or your data protection officer?’ below.

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.

What rights do I have?

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.

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).

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 direct marketing, or profiling we carry out for direct marketing, at any time. You can do this by following the instructions in the communication where this is an electronic message, or by contacting us using the details set out below:

These rights may be limited, for example if fulfilling your request would reveal personal data about another person, or if you ask us to delete information which we are required by law to keep or have compelling legitimate interests in keeping.
To exercise any of these rights, you can get in touch with us or our data protection officer 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. This likely to be the Information Commissioner’s Office in the UK.

How do I get in touch with you or your data protection officer?

We hope that we can satisfy queries you may have about the way we process your data. You can get in touch with our Data Protection Officer if you have any concerns or queries about how we process your data at DPO@liverpoolfc.com or by writing to the following address:

FAO: Data Protection Officer
SGG Apparel
10th Floor
20 Chapel Street
Liverpool
L3 9AG

How do I opt-out of direct marketing?

There are several ways you can stop direct marketing communications from us:

  • Click the 'unsubscribe' link in any email marketing communications which we send you and make changes in our preference centre; or
  • Contact the Customer Services team using our Contact Us page.

Please note that you may continue to receive communications for a short period after changing your preferences while all our systems are fully updated.

Which entity is my data controller, and which affiliates might my data be shared with?

The data controller for your information is The Liverpool Football Club & Athletic Grounds Limited.

How long will you retain my data?

We retain personal information we collect from you where we have an ongoing legitimate business need to do so (for example, to provide you with a product you have requested or to comply with applicable legal, tax or accounting requirements).

When we have no ongoing legitimate business need to process your personal information, we will either delete or anonymise it or, if this is not possible (for example, because your personal information has been stored in backup archives), then we will securely store your personal information and isolate it from any further processing until deletion is possible.