All offers

Privacy policy

Last updated: 1 October 2026

This privacy policy explains what personal data Sports Compare (sportscompare.uk) collects when you use the site and why we collect it. It also covers who we share it with and your rights under UK data protection law (the UK GDPR and the Data Protection Act 2018). You can send questions about this privacy policy to hello@sportscompare.uk.

Sports Compare privacy policy

Who we are

Sports Compare is a comparison site for UK sports betting sign-up offers, run by Axi Media Limited, a company registered in England and Wales (company number 05752322). Axi Media Limited is the data controller for the personal data described in this privacy policy. We are not a bookmaker: when you sign up with a bookmaker, that bookmaker is responsible for the data you give it, under its own privacy policy.

What personal data we collect

  • Messages you send us — your name, email address and message when you use our contact form or email us.
  • How you use the site — pages viewed, links clicked (including clicks on bookmaker offers), approximate location (city level), device and browser type, which we collect through Google Analytics and our link-tracking tool.
  • Technical data — your IP address and browser details, which our web host records in server logs to keep the site secure and working.
  • Your offer progress — when you tick “Mark as done”, your browser saves the list of offers you have completed (local storage). If you log in to the site, we also save it to your account so it follows you between devices.

We do not ask for, and do not want, financial details, identity documents or special category data. The site is for adults aged 18 and over; we do not knowingly collect data about anyone under 18.

How and why we use your data

  • To reply to you — lawful basis: legitimate interests in answering enquiries.
  • To understand and improve the site — which pages and offers are useful, and whether links work. Lawful basis: your consent for analytics cookies; legitimate interests for essential server logs.
  • To track affiliate referrals — when you click an offer, we record the click so the bookmaker can credit us if you sign up. We may earn a commission; it never affects our ratings. Lawful basis: legitimate interests.
  • To keep the site secure — detecting abuse, spam and attacks. Lawful basis: legitimate interests.

Cookies and similar technologies

We use a small number of cookies and browser storage items:

  • Essential — WordPress cookies that keep you logged in (only if you have an account) and security cookies from our host. The site needs these to work.
  • Preferences — local storage items that remember your “Mark as done” list and whether you prefer fractional or decimal odds. They never leave your browser unless you log in.
  • Analytics — Google Analytics cookies (such as _ga) that measure visits. We only set these if you click “Accept analytics” on our cookie banner. Until then, Google Analytics runs in a cookieless “consent mode” that does not identify you. You can change your choice at any time using “Cookie settings” at the bottom of every page; we remember your choice for six months in a cookie called sco_consent.

When you click through to a bookmaker, the bookmaker and its affiliate network may set their own cookies to record the referral. Their own privacy and cookie policies cover those cookies, not this privacy policy.

Who we share data with

  • Our web host, which stores the site and its server logs.
  • Google, for analytics (Google Analytics) and for web fonts, which your browser loads from Google’s servers, so Google receives your IP address when a page loads.
  • Bookmakers and affiliate networks — only the fact that a visitor came from Sports Compare, which the tracking link passes on when you click an offer. We do not send them your name or email.

We never sell your personal data. Some of these providers process data outside the UK; where they do, UK adequacy regulations or the International Data Transfer Agreement / Addendum cover those transfers.

How long we keep it

We keep contact messages for up to 24 months and then delete them. Analytics data stays in Google Analytics for 14 months. Our web host keeps server logs for up to 30 days. Your offer progress stays in your browser until you clear it, or in your account until you delete the account.

Your rights

You have the right to access the personal data we hold about you, to ask us to correct or delete it, to restrict or object to how we use it, to data portability, and to withdraw consent at any time. To use any of these rights, email hello@sportscompare.uk. We will respond within one month.

If you are unhappy with how we have handled your data, you can complain to the Information Commissioner’s Office: ico.org.uk or 0303 123 1113. We would appreciate the chance to put things right first.

Changes to this privacy policy

We may update this privacy policy when the site or the law changes. The date at the top shows when we last updated it. See also our responsible gambling page and how we rate offers.