New To Sigma Sports?
£10 off £100* - code SIGNUP10

Privacy and Cookie Policy

This privacy policy sets out how will store and use information relating to you. is a trading name of Sigma Sports Limited.

Sigma Sports Ltd acts as the data controller for Sigma Sports, Universal Colours and Vel. 'Universal Colours' and 'Vel' are trademarks owned and operated by Sigma Sports Ltd. All data obtained through activities associated with the aforementioned brands are controlled and managed by Sigma Sports in accordance with the following privacy policy.

This privacy policy sets out how Sigma Sports, the data controller will store and use information relating to you. Whether you are shopping with us, browsing one of our websites or apps, we want you to know that we are fully committed to protecting your privacy. Once you choose to provide us with any information by which you can be identified, then you can be assured that it will only be used in accordance with this privacy policy.

If you have questions about how we use your data or what we do to protect your privacy, please don’t hesitate to email us at or write to us at:

Data Protection Officer
Sigma Sports Limited
St Johns Place
37-43 High Street
Hampton Wick
Kingston upon Thames
United Kingdom

If you are unhappy with our response you can contact the Information Commissioner's Office (ICO).

For all of our services & brands, the data controller is Sigma Sports Limited.

How we use your information

When you shop with us, you’ll need to provide consent for us to process your information so that we can fulfil your order. This consent is our legal basis for processing.

Type of information How we use it
Name and contact details To deliver your orders
To send you service information relating to your orders
At your request, to let you know when an item is back in stock
To send you marketing emails (only if you've opted-in)
For fraud prevention
To register for events
Payment details To take payment and give refunds where necessary
For fraud prevention


Once you have placed an order with us, we’ll keep hold of the following information:

Type of information

How we use it
Your purchase history, browsing history and saved items To fulfil your orders, provide customer service and handle returns
To find out what you like, and send you relevant marketing emails (only if you've opted-in)
To deliver you adverts elsewhere online
Your contact history with us

To provide you with customer service and support


You also have the option of providing the following further information:

Type of information

How we use it
Your gender, date of birth and interests

To find out what you like, and send you relevant marketing emails (only if you've opted-in)

Your preferred country

So that we can send you products and offers that are available in your country (only if you've opted-in)

Survey responses

To help us better understand our customers’ needs and preferences

Competition entries

To acknowledge receipt of your entry, and notify you of results


When you use our website/app, we will also collect the following information:

Type of information

How we use it
Your device IP address To set your default options such as currency and language
To protect our website from fraud or malicious software
The type of device you are using to access our website

To improve your shopping experience by displaying our website in the best way for your device

Our Stores are monitored by CCTV and record images for the purposes of security and health and safety, this is stored at each store location.

We will also use most of the above data for our own internal analysis to help us better understand our customer base, and how our customers use our website/app. We do this to provide you with a better shopping experience.

Sharing your information

We will never sell, distribute or lease your data to any third party. In order to fulfil orders and provide you and other customers with a highly personal level of service, we do share your data with the following data controllers:

  • Our delivery companies - Royal Mail, DPD, TNT and DHL
  • Global Payments, our payment service provider
  • Global-e, who we use to process international orders
  • Trustpilot, who we use to collect customer service reviews (see below)
  • Bazaarvoice, who we use to collect product reviews (see below)
  • Facebook, Instagram and Google Display Network for targeted anonymised advertising
  • V12 Retail Finance, who we use to offer our customers finance payment plans
  • Brands we stock who offer warranty on their products (in the event that you need to claim on the warranty)
  • Companies that administer the Cycle to Work Scheme, allowing you to save on the costs of a bike by purchasing it through your employer
  • Marketing and advertising agencies who we work with to run our business
  • uSizy - provides an anonymous size suggestion based on measurements input by the user
  • Hotjar - To help us further understand our Website’s visitors

We may upon review and taking into consideration your privacy also disclose your personal data to the police or any other regulatory or government authority investigating suspected illegal activities if requested to do so.

Email marketing

If you choose to opt in to receiving marketing emails from us, we’ll send you a few emails each week keeping you up-to-date with news of our latest products, offers and in-store events.

In order to receive emails from us, you only need to provide us with your email address. To help you get the most out of our emails, you have the option of telling us a bit more about yourself. By letting us know details like your age, gender and interests, we are able to send you more relevant email content. You are not obliged to do this, and you can update your preferences within your customer account at any time.

If you’ve bought from us, we may use this information to send you emails about similar products that may be of interest to you. Some emails that we send will be based on actions that you take on our website/app, for example buying or viewing a specific product. We do this to enhance your shopping experience, and to help you find products which we think may be useful to you. Rest assured, opting out will never prevent you from receiving a service from us.

You can opt-out of receiving marketing emails from us at any time by:

  • Clicking the ‘Unsubscribe’ link at the bottom of any of our marketing emails
  • Updating your email preferences within your customer account
  • Contacting our customer care team

If you opt-out of receiving marketing emails, you will still receive important order and delivery information by email.


To help provide our customers with a fair and transparent shopping experience, we have partnered with two online review platforms: Trustpilot and Bazaarvoice. Following a purchase, we will securely transfer your email address to these companies who will then use this information only for the purposes of inviting you to leave a review.

Here’s how they work:


Within 24 hours of placing your order, you’ll receive an email from us via Trustpilot inviting you to leave a review of your shopping experience. To leave a review you’ll need to create an account on Trustpilot. To edit or remove a review you have written, you will need to contact Trustpilot directly.

You can access Trustpilot’s privacy policy.


Around 2 weeks after receiving your product, we may send you an email inviting you to review and rate the product that you purchased.

Once submitted, it usually takes 72 hours for your review, question or answer to appear on the website/app providing it adheres to our publishing guidelines. Your review can be submitted anonymously or if you prefer you can leave a ratings only review. To edit or remove a review you have written, please contact us.

You can access Bazaarvoice's privacy policy.

Links to third-party websites

We may occasionally provide links to third-party websites to help you find other relevant information. Please be aware that any such site will not be governed by this privacy policy, and we, therefore, cannot be responsible for the protection and privacy of any information which you provide whilst using it. You should exercise caution and look at the privacy statement applicable to the website in question.

Retaining your information

We will keep your personal information for as long as you have a customer account with us. This helps us to provide you with fast, efficient service, from checkout to delivery, each and every time you shop with us.

We encourage you to keep your information up-to-date, and you can do this easily at any time within your customer account, or by contacting us.

Your rights

When it comes to your personal information, you have the following rights:

  • The right to be informed about how we use your information
  • The right to access any information we hold about you
  • The right to correct any inaccurate information that we hold about you
  • The right to request that we delete information that we hold about you
  • The right to request that we stop processing your information i.e. using it for any or all of the purposes set out in this privacy policy
  • The right to access your information in such a way so that it can easily be transferred from one environment to another in a safe and secure way
  • The right to object to, and opt-out of our email marketing at any time

We will always ensure that our services are made available to you in a way that makes it easy for you to exercise any of these rights, at any time.

Countries outside of the European Union

In order to fulfil international orders, some data will be passed on to companies within our delivery network that operate outside of the European Economic Area. As with all of our data transfer, this is carried out in a secure way and only the information needed to fulfil your order (e.g. name, contact details, postal address) will be provided.

Changes to our Privacy Policy

From time to time, we may update our privacy policy to reflect changes in the way we provide our services to you, or in accordance with changes in data protection law. We encourage you to stay familiar with our privacy policy but rest assured that If any significant changes are made, we will let you know.

This privacy policy was last updated on 2nd September 2021.

Cookies and Similar Technologies

What are Cookies and Similar Technologies?

A cookie is a small text file that asks permission to be downloaded onto your computer or smartphone when you visit our website or App. Cookies allow things like the website to recognise your device each time you access it and will store some information about your preferences or past actions. Other tracking technologies, like web beacons, clear GIFs, page tags, web bugs and pixels etc, are used to understand how people are using our services and for target advertising.

We use cookies and similar technologies to improve your shopping experience by doing things like:

  • Keeping your chosen products in your basket
  • Remembering products that you’ve saved to your wish list
  • Sending you email reminders about products you’ve viewed or left behind (only if you’ve opted-in to receive email marketing from us)
  • Analysing web page traffic to make sure that you and other customers can find what you’re looking for easily

As well as the cookies we use on our website, we use similar technologies in our emails. These help us to understand whether you’ve opened an email and how you’ve interacted with it.

How do I manage my Cookies?

When you first land on our website, we’ll show you a message to let you know that we use cookies and that your continued use of your website is your acceptance.

Alternatively, you can manage cookies by:

What type of Cookies do we use?

We use Session and Persistent cookies. Session Cookies expire at the end of each browser session. Persistent cookies can be stored for longer periods of time over multiple sessions.

What are first party and third party cookies? First party cookies belong to Sigma Sports. Third party cookies may be used by approved organisations to provide services on our website.

Required Cookies. These cookies are necessary to enable the basic features of this site to function, such as providing secure log in or remembering how far you are through an order.

Functional Cookies. These cookies allow us to analyse your use of the site to evaluate and improve our performance. They may also be used to provide a better customer experience on this site. For example, remembering your login details, saving what is in your shopping basket, or providing us with information about how our site is used.

Advertising Cookies. These cookies are used to show you ads more relevant to you. We may share this information with advertisers or use it to better understand your interests. For example, advertising cookies may be used to share data with advertisers so that the ads you see are more relevant to you, allow you to share certain pages with social media networks, or allow you to post comments on our site.

Please note. If you choose to reject cookies. You may be able to continue browsing and purchasing products but please be aware that navigation on the website may not function as well as intended.


Online advertising

Like many other online retailers, we use a range of digital advertising networks and technologies to display targeted adverts to our customers on other websites. The adverts you see will be based on information that we hold about you, for example:

  • Your purchase history
  • Products you have viewed
  • Your interests, as set by you

We use various industry-standard targeting tools to ensure our advertising is relevant, these can include:

  • Browsing behaviour collected by tracking pixels on our digital platforms
  • An encrypted identifier that can help match adverts to you on advertising platforms. These identifiers are often referred to as a Hashed ID and allow us to advertise to people who have identified themselves to us in the past, for example when an email address has been shared with us

By visiting our website/app and consenting to our use of cookies (see below), or by shopping with us and consenting to our terms and conditions and privacy policy, you are agreeing to be served browsing-based advertising, based on data we hold about you.

Close menu