The GDPR will apply from 25 May 2018 – What sports associations and clubs need to pay attention to now
The General Data Protection Regulation (GDPR) regulates the collection, processing and transfer of personal data for the entire private and public sector. Personal data refers to an identified or identifiable natural person (“data subject”) in accordance with the GDPR. This definition is important because it includes data that is often not considered personally identifiable at first glance, such as: IP addresses, user or user IDs, GPS data, cookies, MAC addresses, unique mobile device IDs, or International Mobile Equipment IDs (IMEI).
These fundamental changes affect associations, clubs and (social) foundations along the entire value chain – from fan appeal, through ticket sales, (online) payment systems and marketing to member registries. Both the collection, as well as the marketing of before mentioned personal data, especially on their own online channels, such as apps, fan shops and video platforms are significantly influenced by the new rules. All the most important changes in the context of the GDPR are listed here (PDF – available in German only).
But the changes should be seen as a chance for sports organizations to improve their own data and to profitably use the conversion for their own marketing. We recommend that our customers and partners eliminate inefficient data management processes (such as maintaining and managing duplicate, false, and redundant records) as quickly as possible. Marketing measures based on unreliable customer data are a high cost factor that can be minimized by standardizing data management. In addition, it is important today, and especially for the future, to get a reliable and correct overview of each fan or member and their related data in order to use it profitably for commercialization.
Together with our partners from Lentze Stopper, we at mm sports approached the topic of GDPR holistically in the sports environment. We offer you and your organization individual support in the change process. Do not hesitate to take advantage of our many years of legal and marketing expertise. We offer a basic workshop on GDPR as well as modules for analyzing and implementing your options. Contact us!
Your contact person is Daniel Koch
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