Privacy Policy - End users

Last updated: November, 2026

1. Introduction

Welcome to SportAI.

This privacy policy, established by Sport AI AS (hereinafter referred to as “SportAI”, “we”,
“our”, “us”) includes information on how we collect, use, disclose, and safeguard your
information, as well as your data protection rights.

We process your personal data in accordance with the Norwegian Personal Data Act and
the General Data Protection Regulation (GDPR). This privacy policy governs our processing of personal data in connection with the use of SportAI Coach, our AI-powered sports video  analysis platform, including technique and biomechanical analyses, and the Game-Time Service. We have a separate privacy policy for your use of our website and relating to our processing of personal data of business customers and suppliers, that you may find here.

In this privacy policy, we use several terms from the GDPR, for example "processing",
"controller" and "data processor". The terms have the same meaning here as in the GDPR.
You can find more information about the terms on the Norwegian Data Protection Authority´s website (www.datatilsynet.no). Defined terms herein shall have the same meaning as in SportAI´s Terms of Use.

Please read this privacy policy carefully.

 

2. Who is responsible for processing your personal data

We are the controller of the personal data we process in connection with SportAI Coach and
the processing activities described in this privacy policy. This means that we are responsible for ensuring that the processing is compliant with the data protection legislation.

Our contact information is set out in Section 14.

Please note that, for the processing activity described in Section 6 below, SportAI and the
relevant club you visit that provides access to the Game-Time Services act as joint
controllers. This means that SportAI and the club are jointly responsible for the processing of your personal data in connection with that activity.

You may always contact SportAI using the contact details in this privacy policy if you have any privacy-related questions or wish to exercise your rights in relation to this processing.

 

3. Information we collect and process

We only process personal data where we have a lawful basis to do so. The basis, purpose,
and categories of data we process depend on your relationship with us. The following
sections set out each processing activity.

3.1. Personal data

We may collect personally identifiable information that you voluntarily provide when you  register or use our services:

We store only very limited, if any, financial information that we collect. Otherwise, all financial information is stored by our payment processor, and you are encouraged to review their privacy policy and contact them directly for responses to your questions.

3.2. Uploaded content

When you upload videos or images for analysis, we process the following:

 

3.3. Content recorded and stored in the user account via the Game-Time service

When you activate the Game-Time Service at your local club and choose to create a
personal user account on the Sport AI Coah platform, we process the following personal
data:

 

3.4. Derivative Data

Information our servers automatically collect when you access the service:

 

3.5. Cookies and tracking

We use cookies and similar technologies:

The purpose of this processing is to operate and maintain a functional and secure service
and platform, to analyse how the Service or Platform is used, and to improve the user
experience. Our legal basis for this processing is our legitimate interest in operating a
functional, secure, and optimised service and platform (Article 6(1)(f) GDPR).

Where cookies or tracking technologies that are not strictly necessary are used, we will rely
on your consent (Article 6(1)(a) GDPR), which we obtain through e.g. our cookie consent
banner or your user account. You may withdraw or adjust your consent at any time through the cookie settings available on the platform.

4. How we use your information

We use your information for the following purposes:

 

5. Use of AI in our analytics

SportAI Coach uses artificial intelligence to analyse your uploaded content:

Note: AI-generated analysis is for informational purposes only and should not replace
professional coaching or medical advice.

 

6. Game-Time services in association with your local club

Where Game-Time Services (post-match highlight and analysis) are made available through
your local club, certain courts may be designated as Game-Time courts and equipped with
cameras to enable the service. The Game-Time Services may be activated through a
booking of the relevant court and/or by scanning a QR code available at the court.

In connection with the provision of such Game-Time Services, Sport AI and the relevant club
may act as joint controllers for a limited processing activity necessary to facilitate and
provide parts of the Game-Time Services. The legal basis for such processing is the
performance of the agreement with you when booking the relevant court or activating the
Game-Time Services via the associated QR code.

Sport AI and the relevant club have entered into an arrangement governing their respective
responsibilities for this limited joint processing activity. Sport AI acts as the primary point of
contact for data protection matters relating to the joint processing activity, although you may
exercise your rights under applicable data protection laws against either Sport AI or the
relevant club.

Where you activate the Game-Time Service by scanning the QR-code and create a Sport AI
account or otherwise engage directly with the Sport AI Coach platform, any processing
relating to your account, clips, videos, analyses, platform usage or other Sport AI services is
carried out by Sport AI as an independent controller and is not part of the joint processing
activity with the club. The retention of such data is governed by the retention periods and
practices applicable to your Sport AI account as otherwise described in this privacy policy.

In addition, users may choose to use other analysis services made available through the
Sport AI Coach platform. Where a user creates a Sport AI account and elects to use such
services, clips and other content generated through the Game-Time Services may be
retained and processed by Sport AI for the purpose of providing those services. Sport AI
carries out such processing as an independent controller, and the legal basis for the
processing is the performance of Sport AI´s agreement with the user.

Following delivery of the initial highlights, analysis or other Game-Time output, any
subsequent processing performed by Sport AI, including account management, clip storage,
content management, additional analytics and other platform functionality or services, is
carried out by Sport AI as an independent controller in accordance with this privacy policy.

You can find more information about complaints to the Norwegian Data Protection Authority on their website.

 

7. Disclosure of your information

We may share your personal data with third parties where necessary for the purposes
described in this privacy policy. This may for example be:

 

 

8. Data retention

We retain your data for the following periods:

 

 

9. Security of your information

We use administrative, technical, and physical security measures to help protect your
personal information. We for example implement the following security measures:

 

10. Your privacy rights

If you are in the European Economic Area (EEA), UK or Switzerland, you have the following rights:

To exercise any of these rights, please contact us at privacy@sportai.com. We will respond within 30 days. If you feel that our processing of personal data does not comply with what we have described or that we are otherwise in breach of the data protection regulations, you may complain to your local data protection authority.

As SportAI is registered and located in Norway, you may also complain directly to the Norwegian Data Protection Authority:

Datatilsynet
Postboks 458 Sentrum
0105 Oslo
E-mail: postkasse@datatilsynet.no

You can find more information about complaints to the Norwegian Data Protection Authority on their website.

 

11. Children´s privacy

As set out in Section 2 of our Terms of Use, you must be at least 13 years old to use the
Services and register for and operate an account yourself. If you are under 18, a parent or
legal guardian with authority must accept the Terms of Use on your behalf unless you have
legal capacity to enter into them independently under applicable law. An adult parent or legal
guardian with parental responsibility may enter into the Terms of Use on behalf of their child,
including a child under 13 where relevant, and create and manage an account for them. In
doing so, the adult confirms their authority to act on the child’s behalf and undertakes to
manage the account and supervise use of the Services. A child under 13 must not
independently access or operate the account.

Where a parent or legal guardian manages an account for a child, we may process personal
data relating to the adult and the child to provide the requested Services, as described in this
privacy policy. We may request additional information reasonably necessary to verify a
user’s age or identity and an adult’s authority to act on behalf of a child. If the requested
information is not provided, or we have reasonable grounds to doubt the user’s eligibility or
the adult’s authority, we may restrict, suspend or terminate the account. This does not limit
our obligations under applicable law.

If we become aware that a child under 13 is independently accessing or operating an
account, or that a child’s personal data have been processed unlawfully, we will take
appropriate steps to restrict the account or processing and delete unlawfully processed
information without undue delay.

Please contact privacy@sportai.com if you have any concerns about a child’s account or
personal data.

 

12. International data transfers

Your data is primarily stored and processed in the European Union. If we transfer data
outside the EEA, we ensure appropriate safeguards are in place, such as Standard
Contractual Clauses (SCCs) or adequacy decisions.

 

13. Changes to this privacy policy

We may update this privacy policy from time to time to reflect changes in our processing
activities, applicable legal requirements, or for other operational reasons. The date at the top
of this notice indicates when it was last updated. Where changes are material, we will take
appropriate steps to bring them to your attention. We encourage you to review this privacy
policy periodically to stay informed about how we process your personal data.

 

14. Contact us

If you have questions about this privacy policy or wish to exercise your rights, please contact us:

Company name: SportAI AS

Business reg nr: 932754843

Email: privacy@sportai.com

Phone: +47 464 23 779

Address: Madserud Allé 34, 0274 Oslo, Norway