Hawk-Eye Privacy Notice for Sports Data

Last updated: April 2025

Overview of how we use your data

Hawk-Eye collects your personal data when you participate in a sporting event or other event or training session that uses our technology. We will use your data to produce data, statistics and analytics about your performance at that event and session and within your sport over time. Once collected, we will use this data to provide technological solutions to support officiating and to create enhanced broadcast, entertainment and data feed products which enhance fan engagement with sport. Some of this may be combined with other information provided by third party data partners to create combined products. The products may be shared with customers and fans around the world.
Hawk-Eye also shares your data with its sports customers (and the customers of other Sony entities) to allow them to enhance their sport, enforce their sporting rules, support officiating decisions, and improve their coverage of their sporting events. Often, Hawk-Eye will be doing this as a processor (or sub-processor) of these customers. These sports customers may make use of our data to enhance their commercial products and services, including certain data feed products they may provide to third parties. For more information on this processing, you should refer to the privacy policy of the organiser of the sporting events in which our technology is used.
Hawk-Eye will also make use of the data it collects to assess, analyse and improve the performance of its technology, as well as develop new technology and products.
Hawk-Eye is an affiliate of Sony Group Corporation. We share your data with other Sony Group Corporation affiliates for operational purposes to allow us to provide our services. We also share your data with our service providers, such as IT service providers, or service providers carrying out research and analytics for us, and with our professional advisors as required. Information may be shared with law enforcement or regulatory authorities, courts and tribunals as required by law or in necessary legal proceedings.
We may share your personal data with our customers and with sports fans internationally, and with Sony Group Corporation and Hawk-Eye affiliates outside the country where you live, including, in particular, to the United Kingdom, Europe, the United States and Japan.
You are entitled to object to some of our processing. For more information on this, and your other data protection rights, see our full privacy notice below.

What does this notice cover?

This notice describes how Hawk-Eye Innovations Limited ("Hawk-Eye", "we" or "us") will make use of your data when competitive events you take part in use our products and technology. Hawk-Eye has other privacy notices that may be relevant to you in your other interactions with Hawk-Eye, for example its website privacy policy (available at https://www.hawkeyeinnovations.com/privacy-policy).

This notice also describes your data protection rights, including your right to object to some of the processing which Hawk-Eye carries out. More information about your rights, and how to exercise them, is set out in the “Your Choices and Rights” section below.

Personal data we collect about you

We collect and process personal data about you related to your performance in sports events and training related to our technology. This includes:

Category	Details
Athlete Details	Your name, age/date of birth, gender, image and nationality.
Professional Information	The sport you play, your club(s), position or role (if relevant), skills or ability related information (e.g. hand or foot preference), professional experience and sporting history.
Performance Information	Footage of your actions or actions relating to your performance when participating in a sporting event or training session from multiple camera angles, assessed limb movement and predicted movement, derived analysis of outcomes or predictions of possible outcomes/paths of movement resulting from your actions and derived data including information on accuracy and speed.
Correspondence information	Your contact details and information contained in any correspondence you send us.

Hawk-Eye produces Performance Information through its own technology, created during your participation in sports events or training sessions. Other personal data may be collected from you directly, or from our customers and the customers of other Sony entities (particularly the organisers of a sports event or training session) or third-party data partners. Some information, particularly your Professional Information, may be collected from publicly available sources.

Why we collect, use and store this personal data

We are required to have a lawful basis to process your data. We explain each of these lawful bases below. We also set out the purposes for which we process your data and, for each purposes, the lawful basis we have for that processing, the processing operations we carry out and the categories of data we process

Legal bases relied upon by Hawk-Eye for processing sports data

Contract – if we have an agreement in place with you, we may process your data where it is necessary for us to meet our obligations or enforce our rights under the contract.

Legitimate interest – we can process your data when this is necessary for us to achieve a legitimate business purpose, or where this is necessary for someone else to achieve their legitimate purpose, provided that this is not outweighed by risks to your rights and freedoms. We explain below what interests we, or others, are trying to achieve when we process your data. Where we process your data to fulfil a legitimate interest, then we have carried out a balancing test to consider whether our interests are overridden by your interests and rights. You can ask us for more information about this via the Contact Us details below. You also have the right to object to our carrying out this processing and you can do this via the Contact Us details below.

Legal obligation – we have obligations to comply with legal and regulatory requirements under various applicable laws. In certain cases, we have to use your data to meet these obligations.

How do we use this information, and what is the legal basis for this use?

We use your personal data for the purposes and legal bases set out below:

Producing enhanced broadcast, entertainment and data feed products (legitimate interests or contract)

We use your Athlete Details, Professional Information and Performance Information in order to produce enhanced broadcast, entertainment and data feed products. In many cases we do this as a processor or sub-processor of our customers or customers of other Sony entities, particularly to allow them to include enhancements in live broadcasts to enhance fan engagement in sports, and provide real-time information to both enhance their own commercial products and officiate their events and enforce their sporting rules. These products also include data products that may be produced after a sports event or based on technology training sessions, such as enhanced game mechanics, detailed statistics of sports performance and post-match analyses. Examples of the types of products we may produce, or enable customers to produce, include enhanced broadcast imagery, improved electronic game mechanics and combined data products used to compare athletes performances across multiple sports events. Where Hawk-Eye is producing these products as a controller, we primarily base this processing on our legitimate interest in developing these products, and on the legitimate interest of our customers in promoting and commercialising their sporting events, products and services. We may rely on contractual necessity if we have a direct contract with you for the provision of your data.

We will share this information with our customers and third-party partners, who may broadcast or otherwise share this information with fans and their commercial partners around the world. We will also share your personal data with our with our suppliers for example our IT service providers who host relevant platforms and, where relevant, our professional advisors. This sharing will include sharing with relevant Sony Group Corporation affiliates who support us by providing some operational services .

Improving our technology, products and services (legitimate interests or contract)

We will collect and analyse your Performance Information in order to further our legitimate interest in improving our technology products and services. We may rely on contractual necessity if we have a direct contract with you for the provision of your data.

Your personal data will allow us to evaluate the accuracy of our technology, conduct research, develop and promote new products and services and improve or modify our existing products/services.

We will also share your personal data with our with our suppliers for example our IT service providers who host relevant platforms and, where relevant, our professional advisors.

Business interests (legitimate interests, establishment, exercise and defence of legal claims)

We have a legitimate interest in protecting our business interests and legal rights, including, use in connection with legal claims, compliance, regulatory, auditing, investigative and disciplinary purposes and ethics and compliance reporting requirements.

We may process any of the types of data mentioned in this notice for these purposes.

This information will be shared with our advisors and suppliers who provide our IT systems and storage. We share information with legal and other advisers if there are investigations or potential claims. We also disclose information of this nature in connection with legal processes or litigation or to other relevant regulators, our customers, law enforcement bodies or to teams and other employers where appropriate.

Compliance with laws (legal obligations)

Where necessary to comply with a legal obligation we will store and use your data. This may include responding to requests by government regulators, law enforcement authorities or any other regulatory authority conducting an investigation.

We may process any of the types of data mentioned in this notice for these purposes.

This information will be shared as required to comply with law, including with law enforcement or public authorities as required.

With whom do we share your personal data?

Hawk-Eye is part of the Sony group, which is a global organisation. We share your personal data with other Sony Group Companies where those companies help us to carry out the processing described above.

We share your data with our own partners who assist us to provide products and services through the use and analysis of the data we have collected and created through analysis.

Acting as data processor, we share your data with customers including sports federations. leagues, teams, broadcasters and related entities, where those companies engage with us to help officiate, regulate, broadcast and promote their sport and connected products or services through the use of video replay and tracking tools and related sports data and insights.

Acting as data controller, we share your data with customers, where those companies engage us to provide them with enhanced broadcast, entertainment and sports data products and services.

We share your personal data with our third-party service providers who host the data for us, or who provide other services to us – such as hosting data, providing IT services and carrying out research and analytics. In addition, in some cases, where necessary for the purposes listed above, we may share your personal data with professional advisers including lawyers, auditors, or insurers.

We may share personal data with government authorities and/or law enforcement officials if required by law, or if necessary for us to protect our legitimate interests, or the interests of others, in compliance with applicable laws.

If we sell our business, your personal data may be disclosed to our advisers and any prospective purchaser’s adviser and will be passed to the new owners of the business.

Where do we transfer your personal data?

For a number of purposes set out above, the data sharing described is likely to result in the sharing of your data with third parties located outside your country; in principle, this may be any country in the world. For example, your data will certainly be collected in and shared within the country where a sporting event is being played, and in many cases will be shared wherever the event is being broadcast or otherwise distributed. Where information is transferred by Hawk-Eye outside the EEA or the UK, and where this is to a third party in a country that is not to a country considered adequate under UK law, data is usually adequately protected by approved standard contractual clauses, or a vendor's Processor Binding Corporate Rules. In some limited circumstances our transfers may be exempt from adequacy obligations, where we are exempt due to processing for journalistic purposes. Where we transfer on the basis of an adequacy mechanism, a copy of the relevant mechanism can be provided for your review on request by contacting us using the details set out below.

Your choices and rights

You have the right to:

Ask us for a copy of your personal data;
Correct, delete or restrict our processing of your personal data;
Obtain some personal data you provide to us in a structured, machine-readable format; and
Object to our processing your personal data on the basis of our legitimate interests (or those of a third party).

You can exercise these rights by using the Contact Us details below.

These rights may be limited, for example, if fulfilling your request would reveal personal information 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.

If you have unresolved concerns, you have the right to complain to a data protection authority in the country where you live, work, or where you believe a breach has occurred.

How long do we retain your personal data?

We will retain and process personal data collected and processed in connection with this notice for as long as necessary for the purposes identified above, including for the purposes of satisfying any specific legal requirements, and, where required for us to assert or defend against legal claims, until the end of the relevant limitation period or until the claims in question have been settled.

After this period, we will take steps to delete your personal data or hold it in a form that no longer identifies, you provided that we have no further lawful basis requiring us to maintain your data.

Where we collect your data in order to develop an historically accurate record of a sport or sporting event, we will retain your data indefinitely in order to maintain a historically accurate record for the purposes set out above.

Updates to this privacy policy

We reserve the right to update this privacy policy at any time, and we will provide you with a new privacy policy 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 Hawk-Eye Innovations Limited, a British company with its business address at Jays Close, Viables, Basingstoke, RG22 4sB, United Kingdom.

If you have any questions or concerns about this privacy policy or if you wish to exercise any legal right you have in respect of your personal data, you can contact us:

By email: privacyoffice.seu@sony.com

By post: You can write to us at our business address above, or at Legal Department, Hawk-Eye Innovations, Sony Europe, The Heights, Brooklands, Weybridge, Surrey KT13 0XW, United Kingdom

Hawk-Eye is part of the Sony Group as mentioned above. You can contact local Sony Group Companies using the contact details that can be found at https://www.sony-europe.com/

Sony’s representative in the EU is Sony Europe BV. They can be contacted at privacyoffice.seu@sony.com. You can also get in touch by writing to its business address at Taurusavenue 16, 2132LS Hoofddorp, the Netherlands.

Sony’s representative in the UK is the UK branch of Sony Europe BV who can be contacted at privacyoffice.seu@sony.com. You can also get in touch by writing to Sony Europe BV (UK branch), The Privacy Office, The Heights, Brooklands, Weybridge, Surrey KT13 0XW, United Kingdom.

Our Data Protection Officer is Bird and Bird. If you would like to get in touch with them, please contact them at:
Bird and Bird DPO Services SRL, Avenue Louise 235, 1050 Brussels, Belgium or email them at DPO.Hawk-Eye@twobirds.com