UseAward is a fan engagement and commercial activation platform operated by Fan Apps SIA, registered in Latvia, European Union. We provide sports organisations with tools to run prediction games, fan quizzes, MVP voting, sponsor activations, and related digital engagement campaigns.
When sports organisations use UseAward to run activations, fans interact with those campaigns through QR codes, arena screens, social media, and direct links. This Privacy Policy explains how we collect, use, store, and protect personal data in connection with all of these activities.
Data Controller Information
Company: Fan Apps SIA
Registration Jurisdiction: Latvia, European Union
Contact Email: [email protected]
1. Who We Are
We are Fan Apps SIA. In GDPR terms, depending on the scenario, we act either as a Data Processor (when running fan activations on behalf of sports organisations who control the campaign) or as a Data Controller (when managing our direct platform relationships with sports clubs or handling inquiries on our website).
2. What Data We Collect
Depending on how you interact with UseAward, we may collect the following categories of personal data:
From fans participating in activations:
- Name and email address (when submitted as part of a campaign)
- Phone number (when provided voluntarily for updates/rewards)
- Prediction answers, quiz responses, and voting choices
- Device type, browser type, and approximate geographic location (derived from IP address)
- Time and date of participation
- QR code scan data (activation source tracking)
From sports organisation representatives:
- Name, job title, and organisation name
- Business email address and phone number
- Login credentials for the UseAward platform
- Communication history and campaign preferences
From visitors to useaward.com:
- Standard web analytics data (pages visited, session duration, referral source)
- Cookie identifiers (see Section 8 on Cookies)
3. Why We Collect This Data (Legal Basis)
We only process personal data when we have a valid legal basis to do so under the General Data Protection Regulation (GDPR).
| Purpose | Legal Basis |
|---|---|
| Running fan activations on behalf of sports organisations | Legitimate interest / contractual necessity |
| Sending campaign confirmation and results to participants | Consent |
| Providing the UseAward platform to organisations | Contractual necessity |
| Responding to enquiries and sales conversations | Legitimate interest |
| Improving our platform and services | Legitimate interest |
| Complying with legal obligations | Legal obligation |
| Marketing communications to organisations | Consent or legitimate interest (B2B) |
Where we rely on consent, you have the right to withdraw that consent at any time.
4. How We Use Your Data
For fan participants:
- To register and record your participation in an activation.
- To determine winners and distribute prizes (where applicable).
- To send confirmation messages related to the campaign you joined.
- To generate anonymised engagement reports for the sports organisation running the campaign.
- To improve campaign performance and user experience.
For sports organisation contacts:
- To set up, manage, and support your UseAward account.
- To communicate campaign updates, results, and reporting.
- To send product updates, new feature announcements, and relevant industry information (you may opt out at any time).
- To process payments and maintain billing records.
- To comply with legal and regulatory obligations.
We do not use personal data to make automated decisions that have a legal or similarly significant effect on any individual.
5. Data Sharing
We do not sell personal data. We do not share personal data with third parties for their own marketing purposes. We may share data in the following limited circumstances:
- With sports organisations: The sports organisation running a specific activation receives the engagement data collected during that campaign. These organisations are contractually bound to handle this data in accordance with GDPR.
- With technology infrastructure providers: UseAward operates on IBM Cloud infrastructure. Data is stored and processed within IBM's EU data centres under a formal data processing agreement.
- With service providers: We use trusted third-party services for email delivery, analytics, and payment processing. All providers are bound by data processing agreements.
- When legally required: We may disclose data to competent authorities where required by law, court order, or to protect the rights and safety of individuals.
6. Data Retention
We retain personal data only for as long as necessary for the purposes described in this Policy, or as required by law.
- Fan participation data: Retained for 24 months from the date of the activation.
- Organisation account data: Retained for the duration of the contractual relationship plus 5 years.
- Marketing contact data: Retained until you opt out or request deletion.
- Web analytics data: Retained in aggregated form indefinitely. Individual session data deleted after 14 months.
7. Your Rights Under GDPR
If you are located in the European Union or European Economic Area, you have the following rights:
Request a copy of the personal data we hold about you, or request that we correct inaccurate data.
Request that we delete your personal data (subject to legal exceptions) or pause its processing.
Request your data in a structured, machine-readable format for transfer to another service.
Object to processing based on legitimate interests or withdraw your consent at any time.
To exercise any of these rights, contact us at [email protected]. We will respond within 30 days.
8a. Analytics and marketing tools
With your consent the website loads the tools below. None of them runs until you accept the relevant category in the cookie banner.
Microsoft Clarity (analytics)
- What is collected: clicks, scrolling, mouse movements, pages viewed, session length, device and browser type, approximate location and session recordings. Text you type is masked.
- Legal basis: your consent (Article 6(1)(a) GDPR).
- Transfers: data is processed on Microsoft servers, including in the USA; Microsoft is certified under the EU-U.S. Data Privacy Framework.
- Retention: session recordings 30 days; favourited and sampled recordings up to 9 months (Microsoft terms).
PostHog (analytics)
- What is collected: page views, clicks and other interactions, device and browser type, approximate location from the IP address and a pseudonymous visitor identifier.
- Legal basis: your consent (Article 6(1)(a) GDPR).
- Location: we use PostHog’s EU cloud, so data is stored in the European Union. Where data is transferred outside the EEA, we rely on an adequacy decision or standard contractual clauses.
- Retention: kept only as long as needed for the analytics purposes described here, then deleted or anonymised.
HubSpot (CRM and marketing)
- What is collected: a cookie identifier, pages visited, and, if you fill in a form or use the chat, the details you submit (such as name, email address, company and message). HubSpot links this to a contact record.
- Legal basis: your consent (Article 6(1)(a) GDPR) for the tracking cookies; our legitimate interests in answering your enquiry (Article 6(1)(f)) for contact details you send us.
- Role and location: HubSpot acts as our processor and we use its EU data centre. Where data is transferred outside the EEA, this is based on an adequacy decision (EU-U.S. Data Privacy Framework) or standard contractual clauses.
- Retention: contact records are kept while we have an active relationship with you or need them to answer your enquiry, and are deleted on request.
Cookie names and expiry periods are listed in our Cookie Policy. You can withdraw consent at any time via “Cookie settings” in the website footer.
8. Cookies
UseAward uses cookies and similar tracking technologies on our website and within fan activation experiences.
- Essential cookies: Required for the platform to function. Cannot be disabled.
- Analytics cookies: Used to understand how visitors use our website. We use Microsoft Clarity and PostHog (product analytics, EU-hosted). They are only activated with your consent, and you can decline or change your choice at any time via our cookie banner (Cookie Preferences).
- Marketing cookies: Used to track campaign performance. Only placed with your consent. We use HubSpot (CRM and marketing, EU-hosted) to recognise visitors who contact us and manage our communication with them.
9. International Data Transfers
UseAward processes and stores data within the European Union. Where any data transfer outside the EU is necessary, we ensure appropriate safeguards are in place, including Standard Contractual Clauses approved by the European Commission.
10. Data Security
We implement appropriate technical and organisational measures to protect personal data against unauthorised access, accidental loss, alteration, or disclosure. These include encrypted data transmission (TLS), access controls, and IBM Cloud's enterprise-grade infrastructure protections. In the unlikely event of a data breach, we will notify the relevant supervisory authority within 72 hours.
11. Children's Data
UseAward services are intended for sports organisations and their adult fans. We do not knowingly collect personal data from children under the age of 16. If you believe a child has submitted data through one of our activations, please contact us immediately at [email protected].
12. Changes to This Policy
We may update this Privacy Policy from time to time. When we make material changes, we will notify active platform users by email and update the "Last updated" date at the top of this page.
13. Contact Information
For any privacy-related questions, requests, or concerns, please reach out to us at: