Privacy and Cookie Policy

This privacy policy sets out how SigmaSports.com will store and use information relating to you. SigmaSports.com is a trading name of Sigma Sports Limited, which acts as the data controller for Sigma Sports and Universal Colours. 'Universal Colours' is a trademark owned and operated by Sigma Sports Ltd. All data obtained through activities associated with these brands is controlled and managed by Sigma Sports Ltd in accordance with the UK General Data Protection Regulations (GDPR) and the UK Data Protection Act 2018.

Whether you are shopping in-store 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, you can be assured that it will only be used in accordance with this privacy policy.

Our products and services are aimed at those aged 18 and over.

If you have questions about how we use your data, want to complain about how we've handled it, or want to exercise any of your rights (see Your rights, below), please email us at dataprotection@sigmasports.com or write to us at:

Data Protection Officer

Sigma Sports Limited

The Sidings

Station Road

Hampton Wick

Kingston upon Thames

KT1 4HG

United Kingdom

If you complain to us directly, we will acknowledge your complaint within 30 days, keep you updated on our progress, and let you know the outcome without undue delay. If you're unhappy with our response, you can contact the Information Commissioner's Office.

European Representative under Article 27 of GDPR

We have appointed EU Rep as our Representative under Article 27 of the EU General Data Protection Regulation (“GDPR”). All GDPR queries from EU Data Subjects or Data Protection authorities should be addressed to privacy@eurep.ie. BizLegal Ltd trading as EU Rep has its registered office at 27 Cork Road, Middleton Co. Cork, Ireland. Company number 635921.

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

How we use your information

Email and Text Message Marketing

Sharing your information

Luxottica Virtual Mirror

Reviews

Links to third-party websites

Retaining your information

Your rights

International transfers

Changes to our Privacy Policy

Cookies and Similar Technologies

Online advertising

How we use your information

When you shop or contact us whether Online, in-store, through our Customer Care Team or provide your CV to apply to join our team, you may need to provide personal details so that we can fulfil your order, request or application.

We rely on different legal grounds depending on why we're using your information: performance of our contract with you, to fulfil your order and provide the products or services you've asked for; our legitimate interests, for example to prevent fraud and to assess job applications; and your consent, where you've opted in to receive marketing

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

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

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

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. See ‘Retaining your information’ below for how long we keep it.

We will also use most of the above data for our own internal analysis and share it with selected 3rd parties to help us better understand our customer's behaviour, performance and usage of our websites/apps. We do this to improve the relevance and provide you with a better shopping experience.

When you place an order with us for the first time, we pursue our Legitimate Interests by utilising the “soft opt-in” to send you marketing emails of similar products and services if you do not opt-out. You can opt-out at this point and with every marketing email thereafter.

This soft opt-in only applies where your details were collected in the course of, or in negotiations for, an online sale — every other way we collect an email address (creating an account, a newsletter signup, a competition entry, and so on) is opt-in only. It's also email-only: we never use it for text marketing. Text messages are always opt-in — see Email and Text Message Marketing, below.

Email and Text Message Marketing

We send marketing by email and, separately, by text message. The two are opted into independently — choosing one doesn't sign you up to the other.

Most of the email addresses and mobile numbers we use for marketing are collected when you create an account or check out on Shopify (see Our website platform and order processing, below). Some are also collected directly by Attentive itself — for example, when you enter certain competitions. Whichever route it came in by, Attentive, our marketing platform, is the single source of truth for your email and text marketing preferences: it holds your email address and mobile number for this purpose, and sends the messages on our behalf. Attentive processes and stores this data in the UK and EEA. Attentive acts as our data processor for this — it holds and uses your details on our instructions, within the marketing preferences you've given us.

Email marketing

You can opt in to email marketing when you create an account, or at any other point where we ask — including the online-sale soft opt-in described in How we use your information, above.

To help us send more relevant emails, you can tell us your age, gender and interests within your customer account. This is optional, and you can update it at any time.

You can opt out of marketing emails 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

Text message marketing

Text marketing is always opt-in. Whatever the circumstances of your order, we only send marketing texts if you've actively chosen to receive them — we never sign you up by default.

You can opt out of marketing texts at any time by:

• Replying ‘STOP’ to any of our marketing text messages
• Updating your text marketing preferences within your customer account
• Contacting our customer care team

Whichever channel you're on, we may use your purchase and browsing history to decide which products, offers and content are likely to be relevant to you — a form of automated profiling. This doesn't produce legal or similarly significant effects, and you can object to it at any time (see Your Rights, below) without affecting your ability to shop with us.

If you opt out of marketing emails or text messages, you'll still receive important order and delivery information through the channels you've asked us to use.

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 may share your personal data with carefully selected third parties who assist us in providing you with products, advertisements and services.

This will include the following types of third party:

• Our professional advisers, including, without limitation, our insurers;
• Our suppliers, business partners and sub-contractors;
• Our Third Party Advertisers;
• Our Direct Supply partners, who will provide certain products/services directly to you and will require your personal data to process and deliver your order (including warehousing, order packing, delivery, returns and general administration);
• Our Direct Supply middleware providers, who operate the platform through which the order you place on this Website is shared with the relevant Direct Supply partner; and,
• Search engine and web analytics providers.

Our website platform and order processing

Our website is hosted on the Shopify platform. In January 2026, we migrated your account details, name, address, email address, delivery address and order history to Shopify as part of our move to the Shopify platform. Shopify Inc. and its affiliates (“Shopify”) act as our data processor for the underlying e-commerce service, collecting and processing personal data about your visits to and orders on our site on an ongoing basis on our instructions.

Behind the scenes, your order is also processed through Venditan Commerce, our order management system. Venditan holds the same order and customer information as Shopify — including your account details, name, address, email address, delivery address and order history — and uses it to process and fulfil your order. Venditan acts as our data processor for this purpose, on our instructions, in the same way Shopify does.

Where enabled, Shopify also provides ‘Enhanced Services’ (features such as product recommendations, analytics and advertising that draw on data from your interactions with our store, with other Shopify merchants, and with Shopify). For this specific purpose, Shopify acts as a separate, independent controller of your personal data in its own right, not on our instructions. Shopify's Consumer Privacy Policy explains what Shopify collects for Enhanced Services and why. If you are in the UK, EEA or Switzerland, you can withdraw your consent to advertising based on cross-merchant activity, or object to Shopify's processing for Enhanced Services, at privacy.shopify.com — this is a request to Shopify directly, not to us, since Shopify controls this specific processing.

Customer service

We use Dixa, a customer service platform, to manage support conversations when you contact us. Dixa may hold your contact details and the content of your enquiry, and its “agentic” AI helps answer FAQs and triage incoming messages. A person on our customer care team always makes the final decision on your query — the AI never resolves or decides anything on its own. Dixa acts as our data processor for this, on our instructions. Dixa processes and stores this data in the UK and EEA.

Returns and exchanges

If you return or exchange an order, our customer care team manages this using Zig Zag — this is what “handle returns” (see How we use your information, above) actually covers. Only Sigma Sports colleagues can access your data in Zig Zag, to process your return or exchange; Zig Zag acts as our data processor for this, on our instructions. Zig Zag processes and stores this data in the UK and EEA.

Faulty goods and warranty claims

If you have a fault with a product or make a warranty claim, our customer care team manages this using Claimlane (see How we use your information, above). Only Sigma Sports colleagues have access to your case in Claimlane; we deal with you directly throughout rather than Claimlane contacting you. Where we need to raise your case with the original supplier or brand, we share your name and the details of the case with them, but no other information that would identify you. Claimlane processes and stores this data in the UK.

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.

In the event that we were to sell our business or assets, your personal data may be disclosed to any prospective/actual purchaser and/or their advisers.

Luxottica virtual mirror

We provide for certain sunglass brands a great option called Virtual Mirror that enables you to try on the glasses virtually from the comfort of your own home. This great tool is provided by Luxottica and will process your personal data to provide this service. Before you can use this tool you will be asked for consent for Virtual Mirror to access your camera on your device, once you give consent we will store this consent data on a Cookie that will be stored for 30 days. Your image is processed in real-time on your device and will not be communicated to anyone nor will it be stored by Luxottica or Sigma Sports. In case you want to save your image after the experience, the image will be stored only on your device and it won't be accessed by Luxottica or Sigma Sports.

For further information please view the Luxottica Privacy Policy

Reviews

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:

Trustpilot

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.

Bazaarvoice

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 don't keep all personal data for the same length of time — how long we hold it depends on why we collected it:

• Account and order data: for as long as you hold an account with us, and for a further 6 years afterwards to meet our accounting and tax obligations.
• Marketing data: until you unsubscribe, or after 24 months of inactivity, whichever is sooner.
• CCTV footage from our stores: 30 days, unless needed for an investigation.
• Job application data: 6 months after the vacancy closes, or for as long as you're employed with us if you join.

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, text message and online advertising marketing and related profiling at any time
• The right to complain about how we use your information — to us directly, or to the Information Commissioner's Office (ICO)

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.

International transfers

In order to fulfil international orders, some data will be passed on to companies within our delivery network that operate outside of the United Kingdom. As with all of our data transfers, 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.

We may need to store or transfer your data to third party suppliers in countries outside of the United Kingdom. Where we do so, we take great care in ensuring your personal information is protected and secured to the same high standards and with the same safeguards as though it was being stored or processed inside the UK — for example, by using safeguards recognised under UK GDPR, such as the UK International Data Transfer Agreement or the UK Addendum to the EU Standard Contractual Clauses, both issued by the Information Commissioner's Office, or a UK adequacy regulation where one applies.

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 1 September 2026. We've updated it to reflect our move to the Shopify platform and Venditan's ongoing role in processing your order, corrected how we describe the legal basis for using your information, added your right to complain to us directly, added text message marketing, and clarified how your data may be used and shared.

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 similar technologies and to give you the options to Allow All, Reject all or customize them. We use a cookie management tool powered by Cookiebot to do this.

Alternatively, you can manage cookies by:

• Setting your browser to block cookies. Please check your browser for instructions on how to do this.

You can also visit About Cookies for more information.

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.

Necessary. These cookies help make our website usable by enabling basic functions like page navigation, secure login and remembering how far you are through an order. The website cannot function properly without these cookies.

Preferences. These cookies enable our website to remember information that changes how it behaves or looks for you, like your preferred language, region, or what's in your shopping basket.

Statistics. These cookies help us understand how visitors interact with our website by collecting and reporting information anonymously, so we can evaluate and improve performance.

Marketing. These cookies are used to track visitors across websites. The intention is to display ads that are relevant and engaging to you — for example, by sharing data with advertisers so that the ads you see are more relevant, or allowing you to share pages with social media networks.

Unclassified. These are cookies we're in the process of classifying, together with the providers of the individual cookies.

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.

Alternatively, if you change your mind later you can update your preferences via Cookie Preferences.

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

We will only serve you browsing-based advertising if you have separately consented to Marketing Cookies through our cookie preference tool. You can review or withdraw this consent at any time via Cookie Preferences. You can also object to interest-based advertising profiling at any time — see Your Rights, above.