Tillsammans utvecklar vi svensk elitfotboll


20 maj, 2018

Privacy policy

(Version: Date: 26/09/2019)

Svensk version

Your privacy is very important to us. We have therefore drawn up a privacy policy describing how we collect, use, share, transfer and store your Personal Data when you use EFIT or visits any of our Websites (the “Privacy Policy”). This Privacy Policy is an Appendix to the General Terms & Conditions of Use of Elitfotbollen’s Digital Services (the “Terms & Conditions”), which are available here. Unless otherwise stated herein, words in this Privacy Policy with capitalised first letters shall have the same meaning as described in Section 16 of the Terms. ”Websites” in this Privacy Policy shall mean our websites that you visit (such as svenskelitfotboll.se, allsvenskan.se, superettan.se and svenskafutsalligan.se), regardless of whether you use the digital services made available on the Websites or solely visits the Websites.

Personal Data attributable to you will be processed within the scope of Elitfotbollen’s digital services and Websites. Föreningen Svensk Elitfotboll (the Swedish Elite Football Association, hereinafter referred to as “SEF”, “we”, “us”), organisation number 825001-5065, with address Evenemangsgatan 31 A, SE-169 79 Solna, Sweden, is the data controller for the Personal Data we process within the scope of the Services and the Websites.

1 What are Personal Data and what data do we collect?

Personal Data are data and information which can be used to directly or indirectly identify an individual.

We collect and use Personal Data attributable to you when you use the Services or the Websites. This may, for example, be your name, personal ID number, addresses and other contact details, user name, purchasing information, behaviour or data about or from the devices you use to connect to or make yourself available for the Services or the Websites, such as a MAC address and information about the location of your mobile device, if you have chosen to enable location services on your mobile device. If you choose not to enable location services, the Services either do not work at all or only with limited functionality.

We also collect data that cannot be directly linked to you, such as merged data and aggregated information about the activities of multiple users in the Services, in order to gain knowledge about how we can provide users with better information and to understand which parts of the Website and the Services are of most interest.

If you use EFIT without creating a User Profile, we will only collect and use your MAC address and information about the location of your mobile device, if you have chosen to enable location services on your mobile device. In other respects, the terms of this Privacy Policy apply unchanged, regardless of whether or not you create a User Profile when using EFIT.

2 What are your Personal Data used for and what is the legal basis for processing your Personal Data?

SEF always processes your Personal Data in accordance with the Data Protection Legislation. The legal basis for processing your Personal Data is either that you have consented to such processing or that the processing is necessary in order for us to comply with legal obligations. You can withdraw your consent at any time by contacting SEF at the address, telephone number or e-mail address listed in Section 10 below, although this means that you are no longer able to be a User of the Services. If you have allowed the use of cookies on the Websites, but later do not want us to use cookies, you may change your web browser settings (see Section 12 below).

Your Personal Data are used to:

  • provide you with Services within the scope of EFIT, including customized Services, targeted offers and relevant customized marketing from SEF, Associations and/or Suppliers;
  • communicate with you via customer service, for example when you make an order or a complaint;
  • merge User Data with information from Associations, Suppliers and/or third parties, e.g. in order to send you targeted offers and material;
  • track your activities at our venues in connection with matches, in order to provide you with offers and inform you about events at the venue;
  • create, develop, operate, deliver and improve the Services and the Websites and their content; and
  • prevent loss and fraud, for example by verifying the identity of yourself and others by sending you messages.

Moreover, your Personal Data are used in internal analyses to improve EFIT, the Services, the Websites and our communication with our Users.

We also process your data indirectly for the purpose of administering and testing the Websites and our systems within EFIT.

3 Disclosure of your Personal Data

We may provide other companies within the SEF Group, Suppliers who we collaborate with, as well as our IT Providers, both inside and outside the EU/EEA, access to your Personal Data. The purpose of this is to administer and fulfil our agreement with you and to ensure that our IT systems work.

Depending on what Services you wish to use, we may also share, transfer or otherwise make your Personal Data available to our subsidiaries, Associations and/or Suppliers in accordance with this Privacy Policy. The purpose of such a transfer is to make it possible for these subsidiaries, Associations or Suppliers to provide you the Service or the products and services you wish to receive. Your Personal Data may also be combined with other information attributable from the Services or from third parties in order to provide and improve the Services provided within the scope of EFIT, as well as the marketing of same. We have entered into written agreements with these parties, by which they undertake to only process your Personal Data in accordance with our instructions and the Data Protection legislation and to not use your Personal Data for any other purposes than those stated in this Privacy Policy. Such Associations and Suppliers may also have their own privacy policies for dealing with your Personal Data. If this is the case, they are obliged to inform you about this.

Your Personal Data will always be processed confidentially and protected by appropriate security measures. When we engage suppliers of IT services outside the EU/EEA, we ensure that your data are adequately protected, for example by entering into a data transfer agreement (which includes the European Commission’s model clauses for the protection of Personal Data) with the supplier outside the EU/EEA who has access to our IT systems.

We may also share Personal Data with others if required to do so by law or if necessary to prevent, detect and prosecute illegal or suspected illegal activities or to prevent other damage or in response to a legal action or in order to enforce our rights and claims.

4 Third-party services

The Services and the Websites may include links to third party websites that you may be redirected to. We are not liable for the processing of your Personal Data by such parties. We recommend that you carefully study the terms under which these parties handle your Personal Data.

Within the Services, you may be able to export information to third party applications and websites, such as Facebook or Twitter. If you make use of such opportunities, you may also export Personal Data. We are not liable for the processing of your Personal Data by such parties. We ask you to note that your information may be made available to others who visit or use such applications or websites.

5 Restrictions on advertising

In your User Profile, you may choose not to receive advertising or marketing material via text and/or e-mail from us, the Associations or the Suppliers. You can also opt out from receiving marketing material via e-mail by clicking on the unsubscribe link in any newsletters that may be sent out. In addition, you can choose not to receive marketing messages via so-called “push notifications” by disabling this feature in the settings on your mobile device.

If you choose to take advantage of this opportunity to opt out from marketing messages, your ability to remain informed of the Services, offers or events supplied by these participants will be limited.

6 What technical solutions do we use in our interaction with you?

EFIT can be compared to a virtual digital marketplace which users participate in, meet, can sell, buy and experience. We would particularly like to draw your attention to the fact that our Services, and the Websites, are based on different technologies in order for them to be perceived as relevant by you as User, and in this regard, we particularly want to emphasise the following basic technical mechanisms:

  • The device: Your digital device contains unique information that can be read by parties who wish to interact with your device in one way or another. You can restrict the exchange of certain information by actively closing features, but you may then face the risk that Services you wish to use no longer work/have limited functionality. As long as a digital device is turned on, it has a unique ID that can be detected and if the device has a SIM card it will also be able to be tracked. SIM stands for: Subscriber Identity Module. This means that the digital device always can be “seen” and tracked as a transmitter/receiver of radio signals. The systems in our venues will also be able to track your device without you making an active choice.
  • Your identity: When you register as a User with us, we will be able to customise our interaction with you on the basis of the information you provide, for example, club, age, gender etc. Your User Profile is a practical way for you to get an overview of the information you have given us access to. You only become a User after you have registered with us and given active consent, but it also means that if we have collected information about you in the past using cookies (as consented by you) we can connect that information to your identity.
  • Time: We assume that our interaction with you as a User will vary depending on the time of year, the day before, during and after an event/match etc. Because we own the arrangements, we will of course know when and what events are taking place and will therefore be able to interact with you depending on what you have stated under the preceding paragraph.
  • Your location: Your digital device includes several technical solutions for communicating with you and your surroundings about where you are, such as Global Positioning System (GPS), Wi-Fi, Bluetooth and web beacon tracking. These technologies are used to interact with your device in different ways. They can, for example, be used for access control, mapping, way-finding, security communication, offers regarding location-based services and products etc.
  • Cookies: Your on-line activity is automated/simplified by collecting cookies. SEF can collect information about your computer, including all available IP addresses, operating systems and web browsers, for system administration as part of the review process. We also use cookies to collect information about your general internet usage. You can disable cookies. However, if you disable cookies you may not be able to make full use of certain services you wish to use. For further information about how we use cookies, see paragraph 12 below.

All devices that are connected to a digital network have an important feature that you should pay particular attention to: unlike a radio or a traditional TV, all communications are bi-directional. This means that all type of device usage responds to requests and transmits information about yourself and your behaviour, location etc.

It is important that you also understand that in order to offer you relevant digital services, we will also collect the information described above. As a User, you should be particularly aware that combining data from a variety of sources provides even more detailed information about you and your behaviour. This places greater demands on your awareness of how we use the data.

As a User of the Services, you agree that SEF, your chosen club, the venue you visit, and the Suppliers have the opportunity to interact with you. This interaction also means that your club, the venue you visit, and the league also have the right to communicate with you on behalf of their partners. If you have not selected a club, you will not receive club-specific information, but rather information from SEF, the Suppliers and the venue you visit.

The interaction/communication will be implemented with the most appropriate technology/methodology available at the time. Please note that all digital communications collect and track information about you and your behaviour.

Football’s, and futsal’s, partners are an important part of EFIT. Just as when at the venue you are exposed to messages from speakers, on signs etc. with offers about the club’s/league’s partners, these messages will also be provided through our digital platform. This is an important prerequisite for football’s, and futsal’s, continued existence as well as for the relationship/interaction you and others have with us.

The Websites, messages and some Services may use “cookies” and other technologies, such as pixel tags and web beacons. The aim is to provide you as User access to various Services and features.

We use cookies to facilitate analyses of traffic on the Websites by gaining knowledge of who has visited the sites at a certain time. You can choose to remove any such cookies that have been placed on your device at any time.

When you use the sections of the Websites that can be customised in line with your User Profile, or which require you to log in, the settings on your web browser must be set to accept cookies. If you choose not to accept cookies, we cannot guarantee that the Websites and Services will work as intended.

EFIT also automatically collects certain information to store in log files. Such information includes, for example, IP addresses (Internet Protocol), web browser and language, Internet Service Provider (ISP), referring and exit websites and applications, operating systems, date or time stamp and click flow data.

We use the information to understand and analyse trends and User behaviour, to administer the Website, improve EFIT and its Services and content, as well as to collect information about our Users on an aggregated level. SEF may use the information in marketing and advertising services.

Pixel tags will tell us if a message to you has been opened. We can use this information to reduce the number of messages sent to customers or to stop sending messages. Further information about cookies and other such technologies can be found in your web browser.

7 Security

We take the security of your personal information extremely seriously. Your Personal Data are password protected and we use encryption and other technical measures to protect the personal information you provide to us against unauthorised access and disclosure.

For further information about how we deal with passwords etc., please see the General Terms & Conditions for EFIT. We remind you that when you use certain Services or upload/share Content, your personal information and the content you upload or share may become visible to others and may be read, collected or used by them. You are responsible for the personal information you choose to share or provide in these cases. For example, if you include your name and e-mail address in a forum post, that information is public.

8 Personal Data storage

We only store your Personal Data for as long as necessary to fulfil the purposes described in this Policy, or for as long as required by law. We have procedures in place to ensure that your data are thereafter erased.

9 Information about your rights to the Personal Data collected; updating, rectification and erasure of Personal Data

In accordance with the Data Protection legislation, you have the right, at any time, to request access to the Personal Data that are processed about you, to have incorrect Personal data rectified, to request that we stop processing and erase Personal Data that we process on the basis of your consent, to request that the processing of Personal Data is restricted, to exercise the right to data portability and to object against the processing of personal data. If you would like to exercise this right, please contact our Data Protection Officer by using the contact details listed below.

If you have the view that Svensk Elitfotboll’s processing of your Personal Data does not comply with the Data Protection legislation, you are also entitled to lodge a complaint with the Swedish Data Protection Authority (the competent supervisory authority) at any time.

10 Questions about privacy and Personal Data processing

If you have any questions or concerns about this Privacy Policy or if you would like to make a complaint, please contact us at:

Telephone: +46 (0)8 734 92 00
Address: Evenemangsgatan 31, SE-169 79 Solna, Sweden
E-mail: dpo@svenskelitfotboll.se

11 Data Protection Officer

SEF has appointed a Data Protection Officer, who may be contacted using the contact information above under Section 10.

12 Cookies

How we use cookies

SEF uses so-called cookies within the scope of the Services and the Websites. A cookie is a small text file saved on your web browser. There are two types of cookies, persistent cookies and session cookies. Persistent cookies are stored as a file on your computer or mobile device for a certain period of time until you or the server which sent the cookies, erases them. Session cookies are stored temporarily and disappear when you close your web browser.

We use cookies to provide our Users with a better service. Some cookies are used to collect statistics about the number of visitors to the Services and the Websites while others are used to obtain information about which operating systems, web browsers and different versions of these that visitors use, how the Websites are used and how we can improve them, which pages are popular and not so popular etc. This information enables us to develop and optimise our websites. Some features on the Websites use something called “session ID”. To make this possible, our server sends a session cookie with a unique ID number to your computer each time you visit any of these Websites.

Session cookies are used while you are active in the Service or on the Websites. Without them you could not, for example, go back in a shopping sequence without having to re-enter all the data every time. A “session cookie” is only stored temporarily in your computer’s RAM memory and is automatically removed when you close your web browser.

If you have allowed the use of cookies and then register as a User, we will be able to connect information that previously has been collected by means of cookies to you personally (i.e. track your use of the Services and the interaction on the Websites in the past, before you registered as a User). This allows us to customize information and marketing to you. If you do not want us to be able to track your interaction from the past, you must choose to block cookies in the manner described below.

If you do not want to allow the use of cookies

Most web browsers are configured to allow cookies to be stored. If you do not want to allow cookies, you can either set your web browser to prompt you every time a website wants to place a cookie on your computer or completely reject all cookies. Information about how to do this is available in the help function of your web browser. If you choose to disable cookies, it could mean that some functions of the Services may no longer work and the Services and Websites may not work as well as you as User may expect.

The Associations’ websites

You access the Services by either visiting SEF or one of the Associations’ websites, or alternatively by the apps provided by SEF and/or the Associations. The Associations may use other cookies on their respective websites. Information about this is available on the websites of the respective Associations.

The cookies we use:




13 Updates

We are constantly working to improve the Services and the Websites. We may update our Privacy Policy as part of this work. Updates are communicated via our digital channels in EFIT and/or by making an updated version of the Privacy Policy available on the Websites.


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