ULTIMATE SEVENS MAIN PRIVACY NOTICE
Last updated: 01/2026
Summary of how we use your data
- Ultimate Sevens uses your personal data to allow you to use the features on our website and app, to administer your online and offline relationships with us including to administer any relationship we have with you, verify your identity, purchase tickets and our other products and services, to run competitions, to conduct market research, to manage and operate our website and app, to manage our relationships with our participating clubs, suppliers and partners, to manage applications for roles with us and to comply with our legal obligations. Some of this information will be provided by you, and others will be generated by Ultimate Sevens or provided by third parties.
- Data is shared with others, including [our participating clubs], partners and sponsors, suppliers and other sports stakeholders, some of whom may be located outside the UK.
- Where we rely on your consent, placement of cookies and for certain direct marketing, you can withdraw this consent at any time.
- Our privacy notice sets out more details of this processing, including details of your data protection rights, including your right to object to certain processing.
What does this notice cover?
This notice describes how Ultimate Rugby7s UK Ltd, trading as Ultimate Sevens (and referred to as “Ultimate Sevens”, “we” or “us” in this notice) will process your data when you visit or interact with us, including via our website (https://ultimatesevens.com/) and app, or in-person at any of our locations, including purchasing tickets from us on our website, our app or in-person. It also explains how we use personal data we may receive from third parties, such as our participating clubs, social media sites, other sports stakeholders or from our partners, sponsors or suppliers.
It also describes your data protection rights, including the right to object to some of the processing which Ultimate Sevens carries out. More information about your rights, and how to exercise them, is set out in the “Your choices and rights” section.
This notice does not describe any processing of personal data in connection with participants in our events, whose data will be processed in accordance with notices provided to them in connection with our Participation Agreements.
Personal data we may collect about you
We collect and process personal data about you when you interact with us and our websites, apps or in-person, and when you purchase goods and services from us such as tickets. This includes:
| Category | Details |
| Identification Information | Your name, username and password, gender, age/date of birth, |
| Contact Information | Your home or business address, email address and phone number as appropriate |
| Payment and Delivery Details | Your payment and delivery details, including billing and delivery addresses and payment details, where you make purchases from us, in addition to details of your purchase including information you might provide in connection with a purchase, such as details of ticketholders |
| Marketing Information | Your marketing interest and preferences, such as your favourite club, and details of any consents you have given us |
| Device and Interaction Information | Information related to the browser or device you use to access our website or app, and tools made available these sites and services as well as your use on these platforms This may include the device type, manufacturer, and model, operating system, IP address, browser type, Internet service provider, and unique identifiers associated with you, your device, or your network (including, for example, a persistent device identifier or advertising ID), and information about the site from which you came, the site to which you are going when you leave our site, how frequently you access the our site, whether you open emails or click the links contained in emails, whether you access our site from multiple devices, and other browsing behaviour and actions you take on our website or app. |
| Correspondence Information | Conversation history related to communications between you and us where you have interacted with us, including as shared by email. |
| Employment and business information | Your position and employer, your work contact details and your interaction with us in your role, including information provided during the contractual or client relationship between you or your organisation and Ultimate Sevens, or otherwise voluntarily provided by you or your organisation. |
| Broadcast and media information | Details of your attendance at Ultimate Sevens events as may be contained in images and footage collected at those events, which may be used to publicise, promote or distribute footage of such events, and other images collected for media or promotional purposes, such as of competition winners or as submitted by fans. |
| Application Information | Personal data related to your application for a role with UR7 including relevant information for your application, which may include you curriculum vitae (CV), cover letter, employment history, education history, qualifications and skills, references, background screening information if relevant, and information about your entitlement to work. This may include information related to your health, where this is necessary to offer you reasonable adjustments. |
Sometimes, we receive information about you from third parties. Our website and app provide interactive features that engage with social media sites, such as Facebook, Instagram and TikTok. If you use these features, these sites will send us personal data about you, such as identification information, account details and the number of followers you have. If you participate in activities on non-Ultimate Sevens websites or apps – such as participating in a Facebook application – you may allow us to have access to personal data held by Facebook, or other site or app owners. If you use a “like” or a “share” button or a feature on our sites or apps, then the third party will share information with us. We sometimes will receive relevant information from third party sales sites we partner with to help us manage your purchases.
We may also obtain information about you from third party demographics providers, which we may use to help us better understand our fans and users and send them appropriate offers and information.
We also receive some information about our fans on the other ways they engage with Ultimate Sevens content, including from our participating clubs and other sports stakeholders with which we work. This includes information from partners, sponsors, and other stakeholders on how fans purchase tickets or engage with their sites and services, and from broadcasters on their engagement with premium services. This sharing is described in the sites and policies of those third parties. We typically collect information on your engagement with a third party, including details of your interests and transactions although not about your payment details. We use this to better understand our own fans, and to help create more detailed profiles to help offer them more tailored products and marketing.
Where you engage with us as an employee of one of our participating clubs, partners or suppliers, we may receive information from that participating club, partner or supplier, such as your contact details and role.
In an online context, much of our third-party information is collected using cookies and related technologies which are often provided by third party providers. To learn more and to manage your preferences, please visit our Consent Management Platform. In an offline context, we may also particularly collect information about you where you visit us in person and provide us your personal data, or by keeping access records of our sites.
What cookies and/or tracking technologies does Ultimate Sevens use?
When you visit our website or app, we may also collect, process and use information about you and your use of the website or app, and how you arrived at our platform. Such information may be collected through “traffic data” and may entail the use of “cookies” or other tracking technologies, IP addresses or other numeric codes used to identify your computer. For more information on Cookies please click on the link to our Consent Management Platform.
How do we use this information, and what is the legal basis for this use?
We will only use your personal data for the purposes and legal bases set out below:
| Purpose | Legal Basis |
| We will collect, use and store your personal data to register and create an account on our website or app and provide you with services including to facilitate payment and deliver requested products to you, such as the purchase of tickets and merchandise. Relevant Data: Identification Information, Contact Information and Payment and Delivery Details | It is necessary for us to process your personal data in order to perform our contract with you, or to take steps at your request prior to entering into a contract with you. |
| We will collect, use and store your personal data to manage our relationship with you, including responding to any queries you have and to send you service emails. Relevant Data: Identification Information, Contact Information and Correspondence Information. | Where we have a contract with you, for example where you communicate with us about a ticket you have purchased, we will process this personal data in order to perform our contract with you. We have a legitimate interest in managing our business and responding to your queries as required. |
| We will use your personal data to monitor our website and app to prevent, investigate and/or report fraud, terrorism, misrepresentation, security incidents or crime, in accordance with applicable law. Relevant Data: Identification Information, Contact Information, Payment and Delivery Details, Marketing Information, Device and Interaction Information, Correspondence Information | We rely on our legitimate interest in monitoring to investigate breaches of our legal rights, and a recognised legitimate interest where it is necessary to process personal data to prevent, detect, or investigate a crime. |
| To manage, maintain and operate our website, app and services, including to keep it updated and relevant, to carry out market research, to develop our business and to inform our marketing strategy, and to improve our products and services. Relevant Data: Identification Information, Contact Information, Marketing Information, Device and Interaction Information | Where required, for example because we have obtained the information through use of cookies, your consent. Whenever we ask for your consent we will explain why and how we will use your data, so your consent can be informed. We otherwise have a legitimate interest in operating our site and services, in carrying out market research and analysis, and in analysing and improving our products and services. |
| We place cookies and use similar technologies in accordance with the information provided in our Consent Management Platform and the other information provided to you when those technologies are used. Relevant Data: Device and Interaction Information | Your consent. Whenever we ask for your consent we will explain why and how we will use your data, so your consent can be informed.For some uses of cookies, which are strictly necessary, this will be because we process the connected information in order to fulfil a contract with you, or because we have a legitimate interest in providing a connected service you have requested or conducting certain permitted analytics in accordance with local law, or because we have a recognised legitimate interest in monitoring for fraud. |
| To send you promotional communications about relevant products and services, content or events provided by us and carefully selected partners and sponsors. Relevant Data: Identification Information, Contact Information and Marketing Information | Your consent. Whenever we ask for your consent, we will explain why and how we will use your data, so your consent can be informed. We have a legitimate interest in promoting our products, services and events to our business partners. |
| To run competitions and administer and deliver prizes. Relevant Data: Identification Information, Contact Information, Broadcast and Media Information. | In order to fulfil a contract with you, except for the publication of details of competition winners, which is done on the basis of our legitimate interest in compliance with advertising standards and in promoting our competitions. |
| To publicise, promote and distribute footage of Ultimate Sevens Relevant Data: Identification Information, Broadcast and Media Information | We typically rely on our legitimate interest in promotion our tournaments, our participating clubs and services for such purposes. |
| To process your application for a role with Ultimate Sevens Relevant Data: Contact Information, Application Information. | Our legitimate interest in assessing your suitability and carrying out any permitted pre-employment checks. Our legal obligation to ensure that you have a right to work, if appointed, or to carry out certain background checks for certain regulated roles. |
| To protect our business interests, including use in connection managing our relationships with our participating clubs, partners and suppliers, with legal claims, compliance, regulatory, auditing, investigative and disciplinary purposes and ethics and compliance reporting requirements, and processing to protect our IP or enforce company policies. Relevant Data: Any of the data types mentioned above. | Our legitimate interests, namely in processing data to protect our business interests, managing our relationships with our partners and suppliers, and legal rights including seeking relevant legal advice and sharing with organisations as needed to assist with these purposes. Sometimes, this may involve a recognised legitimate interest, such as sharing with public bodies or sharing data with others so that they can prevent, detect or investigate unlawful activity, or for safeguarding purposes. |
| To comply with our legal or regulatory obligations, such as to comply with data protection requests, or to respond to legal demands. | Compliance with our legal obligations. |
Wherever we rely on your consent, including explicit consent, you will always be able to withdraw that consent. This will not undermine the legitimacy of any processing carried out prior to your consent being withdrawn. If you withdraw consent, this may in some cases impact on your ability to access certain services or events as explained above.
There are instances where we have a legitimate interest to use your data. Our legitimate interest will vary depending on what we are using your data for, and we explain above what the interest is and how it relates to the processing operations that we are carrying out. Where we process personal data on the basis of a legitimate interest, then – as required by data protection law – we have carried out a balancing test to document our interests, to consider what the impact of the processing will be on individuals and to determine whether individuals’ interests outweigh our interests in the processing taking place, unless we process your personal data for a “recognised legitimate interest” as identified under the UK GDPR. You can obtain more information about a balancing test by using the contact details at the end of the notice.
How we share your personal data
We may share your data with the following categories of recipients:
| Personal Data Category | Category of Recipient | Why? |
| All Data Categories | Group entities of Ultimate Sevems | For any of the purposes above. |
| All Data Categories | Third party service providers | We employ other companies and individuals to perform functions on our behalf. Examples include website hosting and maintenance, security services, fulfilling orders for products such as tickets, sending postal mail and e-mail, processing payments and providing customer service. |
| Contact Information Marketing Information Payment and Delivery Details | Participating clubs, partners and sponsors and other sports stakeholders | We work closely with our participating partners and sponsors in organising events, including sale of tickets, offering you products and services, and communicating such relevant events, products and services to you. |
| Identification information Contact Information Device and Interaction Information | Ad-tech and social media suppliers | To carry out appropriate direct marketing activities, which may include sharing your details to allow us to send you targeted adverts to be displayed on social media or other websites. |
| Identification information Contact Information Device and Interaction Information Correspondence Information | Law enforcement, other regulatory authorities and fraud prevention agencies | To prevent, investigate and/or report fraud, terrorism, misrepresentation, security incidents or crime, in accordance with applicable law. In the UK, this is a recognised legitimate interest when we do this to prevent, detect, or investigate a crime. |
| All Data Categories | Prospective Buyer/Seller | In the event that Ultimate Sevens is sold or integrated with another business, or that parts of the Ultimate Sevens group, including Participating Clubs we ultimately own are sold or integrated with another business, your details will be disclosed as appropriate to our advisers and any prospective purchaser’s adviser and will be passed to the new owners of the business as necessary to continue the business as operated prior to such sale. |
Where we transfer your personal data
Personal data that we collect from you may be transferred to and stored at a destination outside the UK. These include our sponsors and partners located outside the UK. Where these locations do not provide an adequate level of data protection, we ensure appropriate safeguards are in place to protect the transfer of your personal data to these countries, such as through use of UK Standard Contractual Clauses, unless the transfer is exempt.
A copy of the relevant mechanism can be obtained for your review on request by using the contact details below.
Your choices and rights
You have the following rights:
| Right | Summary |
| The right of access | Enables you to receive a copy of your personal data |
| The right to rectification | Enables you to correct any inaccurate or incomplete personal data we hold about you |
| The right to erasure | Enables you to ask us to delete your personal data in certain circumstances |
| The right to restrict processing | Enables you to ask us to halt the processing of your personal data in certain circumstances |
| The right to object | Enables you to object to us processing your personal data on the basis of our legitimate interests (or those of a third party), including processing for direct marketing purposes or profiling for purposes of direct marketing, or where we are performing a task in the public interest – your objection will be upheld, and we will cease processing your personal data, unless the processing is based on compelling legitimate grounds or is needed for the exercise or defence of legal claims that may be brought by or against us. |
| The right to data portability | Enables you to request us to transmit personal data that you have provided to us, to a third party without hindrance, or to give you a copy of it so that you can transmit it to a third party, where technically feasible |
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 or have compelling legitimate interests to keep.
If you wish to exercise any of these rights, please contact us at the contact details set out below.
Wherever we rely on your consent, you have the right to withdraw that consent at any time, without affecting the lawfulness of processing based on consent before its withdrawal. We may however 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.
If you have unresolved concerns, you have the right make a complaint to us, using these same contact details, or the ICO at https://ico.org.uk/make-a-complaint/.
Data that is mandatory is indicated on the relevant forms that you complete. If relevant data is not provided, then we will not be able to fulfil your request for ticket purchases, register an account, obtain other products or services, or otherwise engage with us. The provision of all other information is optional.
How long we retain your personal data
Where we process registration data, we do this for as long as you are an active user of our sites and for 6 years after this.
Where we process personal data for marketing purposes or with your consent, we process the data until you ask us to stop and for a short period of up to 30 days 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 data indefinitely so that we can respect your request in future.
Where we process personal data for site security purposes, we retain it for 3 months.
Where we process personal data in connection with performing a contract or for a competition, we keep the data for 6 years from your last interaction with us.
Updates to this privacy notice
We reserve the right to update this privacy notice at any time, and we will provide you with a new privacy notice when we make any substantial updates. We may also notify you in other ways from time to time about the processing of your personal information.
Contact us
The data controller for your personal data is Ultimate Sevens. If you have questions about this privacy notice or wish to contact us for any reason in relation to our personal data processing, please contact us at info@ultimatesevens.com.