Last updated: 22 July 2026
1. About this Cookie Policy
This Cookie Policy explains how Dan Matthews, trading as Matchday 90 uses cookies and similar technologies when you visit or use the Matchday 90 website.
It should be read together with our Privacy Policy, which explains more broadly how we collect, use and protect personal information.
In this Cookie Policy, “Matchday 90”, “we”, “us” and “our” refer to Dan Matthews, trading as Matchday 90.
2. What are cookies?
Cookies are small text files stored on your browser or device when you visit a website.
They can be used to:
- operate essential website functions;
- remember selections and preferences;
- keep products in your basket;
- support secure checkout and payment;
- understand website usage;
- measure performance;
- support advertising and marketing.
Similar technologies, including pixels, local storage, tags and software development tools, may perform related functions. References to cookies in this policy include these similar technologies where relevant.
3. Who uses cookies on the website?
Cookies and similar technologies may be placed by:
- Matchday 90;
- Shopify, which hosts and operates our ecommerce platform;
- payment and checkout providers;
- analytics providers;
- advertising and marketing partners;
- other service providers used to operate the website.
Cookies placed directly by the Matchday 90 website are commonly described as first-party cookies.
Cookies placed by another provider are commonly described as third-party cookies.
4. The cookie categories we use
Strictly necessary cookies
These cookies are required for the website and store to operate.
They may support:
- secure browsing;
- fraud prevention;
- basket functionality;
- checkout;
- payments;
- customer accounts;
- delivery-region settings;
- consent preferences;
- load balancing;
- website security.
These cookies cannot usually be disabled through our consent tool because the store may not work correctly without them.
Consent is not normally required for cookies that are strictly necessary to provide an online service requested by the visitor.
Functional cookies
Functional cookies help provide additional features and remember choices.
They may be used to remember:
- language or regional settings;
- display preferences;
- previous selections;
- certain customer-account choices;
- enhanced storefront functions.
Where required by law, these cookies are used only after consent.
Analytics and performance cookies
Analytics cookies help us understand how visitors interact with the website.
They may collect information about:
- pages visited;
- products viewed;
- referral sources;
- time spent on pages;
- navigation paths;
- technical errors;
- device and browser types;
- general website performance.
We use this information to understand the performance of the store and improve the customer experience.
Where required, analytics cookies are used only after consent.
Marketing and advertising cookies
Marketing cookies may be used to:
- measure advertising performance;
- understand whether an advert led to a visit or purchase;
- limit repeated advertising;
- build audiences;
- provide more relevant advertising;
- understand activity across websites and services.
Where required, marketing and advertising cookies are used only after consent.
5. Shopify cookies and technologies
The Matchday 90 store is powered by Shopify.
Shopify uses cookies and similar technologies to:
- provide and secure the storefront;
- support basket and checkout functions;
- process transactions;
- prevent fraud;
- remember privacy choices;
- provide analytics and reporting;
- support enabled personalisation and marketing features.
Shopify may process information as our service provider and, for some enhanced services, as an independent controller.
Further information about Shopify’s use of personal information and cookies is available through Shopify’s consumer privacy information and privacy portal.
Where Shopify Network Intelligence is enabled, Shopify may use information from interactions with Matchday 90, Shopify and other participating merchants to provide enhanced services. Your consent and opt-out choices are communicated through Shopify’s privacy tools where configured correctly.
6. Payment and checkout providers
Payment and checkout providers may use necessary cookies and similar technologies to:
- securely process transactions;
- verify payment details;
- prevent fraud;
- remember payment preferences;
- support accelerated checkout.
Depending on the method selected, these providers may include:
- Shopify Payments;
- Shop Pay;
- Apple Pay;
- Google Pay;
- Klarna;
- card networks and issuing banks.
These providers may also process information under their own privacy and cookie terms.
7. Analytics and marketing providers
Where enabled and consented to, Matchday 90 may use analytics or marketing technologies provided through Shopify or installed applications.
These may include services used to:
- measure website visits;
- assess sales and conversion performance;
- understand product interest;
- measure marketing campaigns;
- support relevant advertising.
The exact technologies operating on the website may change when services or applications are added, removed or updated.
The consent tool available on the website provides the current controls for optional cookie categories.
8. Consent and your choices
When you first visit the Matchday 90 website from a region where consent is required, you will be shown a cookie banner.
You can:
- accept optional cookies;
- decline optional cookies;
- review available categories;
- change your choices later.
We do not treat silence, inactivity or continued browsing as consent to optional cookies.
Your choice may be stored using a necessary cookie so that we can remember it.
You can update or withdraw your consent at any time by using the Cookie preferences link available in the website footer or policy area.
Withdrawing consent does not affect the lawfulness of processing that took place before withdrawal.
9. Browser controls
Most browsers allow you to:
- view stored cookies;
- delete cookies;
- block some or all cookies;
- receive warnings before cookies are stored.
The relevant controls are normally found in your browser’s privacy or security settings.
Blocking strictly necessary cookies may prevent parts of the store from operating correctly, including basket, account or checkout functions.
Browser settings do not always control every similar technology, so the website’s Cookie preferences tool should also be used where available.
10. How long cookies last
Cookies may be:
- session cookies, which ordinarily expire when the browser is closed; or
- persistent cookies, which remain for a defined period or until deleted.
The duration depends on the cookie’s purpose and the provider that places it.
Necessary cookies may last only for the browsing session or for a longer period where needed to remember security, account or consent settings.
Optional analytics and marketing technologies may use different retention periods depending on the relevant service.
11. Updates to this Cookie Policy
We may update this Cookie Policy where:
- our website changes;
- we introduce or remove applications or service providers;
- cookie technologies change;
- legal or regulatory requirements change;
- Shopify updates its privacy features.
When we make changes, we will update the date shown at the top of the policy.
Where legally required, we may ask you to provide consent again.
12. Contact us
For questions about this Cookie Policy or the use of cookies on the Matchday 90 website, contact:
Dan Matthews, trading as Matchday 90
Email: hello@matchday90.com
Postal address: 12 Squirrel Close, Cannock, WS12 3XE, United Kingdom
For more information about how we use personal information, please read our Privacy Policy.