Welcome to the Sky Bet Privacy Policy. We are fully committed to protecting your privacy and ensuring the absolute security of your personal data while you use our sports betting platform in the United Kingdom. We believe in using your data responsibly to enhance your betting experience while maintaining the highest security standards available. We promise to remain clear and open about why we collect your data and exactly how we use it. We will always respect your personal choices and your legal privacy rights.

Whenever we mention Sky Bet or us or our in this document we are referring specifically to SBG Sports Limited. This company acts as the primary data controller for all your sports betting activities and services. Sky Bet is proud to be a part of the Flutter Entertainment plc group of companies. If you ever need to reach our dedicated data protection team you can email our Data Protection Officer directly at [email protected].

Personal Data We Collect and Process

We gather different types of personal data to provide you with a safe and tailored sports betting experience. This includes data you provide directly to us upon registration alongside data generated through your active betting activity and information we collect from trusted third party sources.

The information we process routinely includes your registration details and identity verification documents. We also keep detailed records of your interactions with our customer support teams and your payment information and your complete sports betting transaction history. Furthermore we collect essential financial details and safer gambling data and device tracking metrics and profiling information. We may also gather data from public sources and credit reference agencies to meet our strict UK regulatory duties.

How and Why We Use Your Data

We only process your personal data where it is strictly necessary and legally permitted. We need this information primarily to deliver our sports betting services to you and to comply with our UK legal and regulatory obligations. We also use it to protect your interests and the wider public interest. Sometimes we rely on your explicit consent for specific uses such as promotional communications.

Here are the main reasons we process your personal information

Registering and verifying your UK sports betting account
Processing your deposits and withdrawals securely
Delivering sports betting markets and settling your wagers accurately
Analysing website and app traffic to improve our platform performance
Providing dedicated assistance through our customer operations team
Sending tailored marketing communications if you have specifically opted in
Preventing fraud and unauthorized account access to protect your funds
Monitoring accounts for Safer Gambling purposes to protect our players from gambling harm
Conducting continuous risk management and customer analysis
Fulfilling Anti Money Laundering and Counter Terrorist Financing laws
Maintaining the integrity of sports events and our betting markets
Personalising your onsite and in app experience to show you relevant sporting events

You should also be aware that we may share your personal data with other brands within the Flutter Group for internal administrative and safer gambling purposes. If we ever need to transfer your data internationally we ensure strict legal safeguards are in place to protect it according to UK data protection standards. We keep your data highly secure and only retain it for as long as necessary to fulfill our legal obligations.

Your Data Protection Rights

Under UK data protection laws you hold several important rights regarding your personal information. We fully support your ability to exercise these rights at any time. You have the right

To request access to the personal data we currently hold about you
To ask us to rectify or update any inaccurate or incomplete data
To request the erasure of your data which is also known as the right to be forgotten
To restrict our processing of your information under certain specific conditions
To request the portability of your data to another service provider in a structured format
To object to our use of your data for certain purposes including direct marketing
To challenge decisions made solely based on automated processing or profiling
To lodge a formal complaint with a data protection regulator such as the Information Commissioner Office in the UK

Exercising Your Rights

At Sky Bet we make it simple for you to exercise your privacy rights. You can manage many of your personal data preferences directly through the My Account section or via the Cookies Management Centre located at the bottom of our website. If you need further assistance exercising any of your rights or wish to make a formal data request please contact our customer support team or email our Data Protection Officer.