Privacy Policy

Last updated: 12 May 2026

Sporting Technology Ltd. ("Sporting Technology", "we", "us" or "our") provides software and related services for sports, leisure and activity businesses, including the FLOW platform and connected reporting, administration and marketing insight tools. Sporting Technology Limited is registered in England under Company Registration Number 05322489.

This Privacy Policy explains how we collect, use, store and share personal data when you visit our website, contact us, use our services, or connect third-party services such as Google Ads or Meta advertising accounts to FLOW.

Our Role

For personal data collected through this website, business enquiries, account administration and direct communications with Sporting Technology, we usually act as the data controller.

For personal data that our customers enter into FLOW or otherwise process through our SaaS services, Sporting Technology usually acts as a data processor or service provider on behalf of that customer. The customer, such as a sports, leisure or activity business using FLOW, is responsible for deciding what data is entered into FLOW, who may access it, and the lawful basis for processing it.

For connected advertising platforms, the customer is responsible for authorizing access to its own Google Ads, Meta or similar advertising accounts. Sporting Technology processes connected advertising data only to provide the requested FLOW features for that customer.

Information We Collect

We may collect and process the following types of information:

• Account and contact details, such as name, email address, business name, role and contact preferences.
• Information submitted through our website contact forms or support channels.
• Information required to provide our SaaS services on behalf of customers, such as user records, venue records, programme data, booking information and operational configuration.
• Authentication and integration information where a customer chooses to connect its own third-party platforms.
• Usage, device and technical information, such as browser type, IP address, pages visited, timestamps and diagnostic logs.

Google Ads and Advertising Platform Data

If a customer connects its Google Ads account to FLOW, we use Google OAuth to request access to Google Ads data on that customer's behalf. Google currently provides the Google Ads API through a broad authorization scope. Our intended use is limited to importing and reporting on advertising account, campaign, targeting and performance information so that the customer can understand the business value of its advertising activity.

We do not use Google Ads access to create, edit or delete campaigns unless the customer has expressly requested and enabled a future feature that performs those actions. We do not sell Google user data. We do not use Google Ads data for unrelated advertising, profiling or resale.

Where applicable, our use and transfer of information received from Google APIs will adhere to the Google API Services User Data Policy, including the Limited Use requirements.

How We Use Information

We use information to:

• Provide, operate, secure and improve our website and SaaS services.
• Authenticate users and manage access to FLOW.
• Provide reporting, operational insights and connected-service imports requested by customers and carried out on their behalf.
• Respond to enquiries, support requests and service communications.
• Monitor service performance, diagnose faults and maintain security.
• Comply with legal, contractual and regulatory obligations.

Legal Basis for Processing

Where UK GDPR or EU GDPR applies and Sporting Technology acts as a controller, we process personal data where we have a lawful basis to do so, including performance of a contract, legitimate interests, consent, and compliance with legal obligations. Where we act as a processor for customer data in FLOW, we process that data on the customer's documented instructions and in accordance with the relevant customer agreement.

Sharing Information

We may share information with trusted service providers who help us operate our services, such as hosting providers, analytics providers, communications providers and technical support services. We require service providers to protect information and use it only for the purposes we authorize or, where we act as processor, for the purposes authorized by the relevant customer.

We may also share information where required by law, to protect rights and security, or as part of a business transfer such as a merger, acquisition or sale of assets.

International Transfers

Some service providers may process information outside the United Kingdom or European Economic Area. Where required, we use appropriate safeguards such as contractual protections to protect transferred information.

Retention

We keep personal data only for as long as reasonably necessary for the purposes described in this policy, including providing services, resolving disputes, maintaining security and meeting legal or accounting requirements. Customer data stored in FLOW is retained in accordance with the relevant customer agreement, customer instructions and configuration.

Security

We use technical and organisational measures designed to protect personal data, including access controls, encryption where appropriate, operational monitoring and restricted access to production systems. No system is completely secure, but we work to protect data against unauthorized access, loss, misuse and alteration.

Your Rights

Depending on where you are located, you may have rights to access, correct, delete, restrict or object to processing of your personal data, and to request data portability. Where processing is based on consent, you may withdraw consent at any time. If your data is held in FLOW by one of our customers, we may need to refer your request to that customer because they control the data and user relationship.

Cookies and Analytics

Our website may use cookies and analytics technologies to understand website usage and improve performance. You can control cookies through your browser settings.

Contact Us

Sporting Technology Limited is registered in England under Company Registration Number 05322489.

If you have questions about this Privacy Policy or how we handle personal data, contact us at webmaster@sportingtechnology.com.