Privacy policy

Last updated: 22 July 2026

1. About this Privacy Policy

Matchday 90 operates this online store and website, including the related content, features, products, customer accounts and services referred to in this Privacy Policy as the “Services.”

Matchday 90 is powered by Shopify, which provides the ecommerce platform through which we offer and sell our products.

This Privacy Policy explains how Matchday 90 collects, uses, stores and shares personal information when you:

  • visit or use our website;
  • create or use a customer account;
  • place or attempt to place an order;
  • subscribe to marketing communications;
  • contact us;
  • request a return, refund or other customer support;
  • otherwise interact with the Services.

In this Privacy Policy, “Matchday 90”, “we”, “us” and “our” refer to Dan Matthews, trading as Matchday 90, as the controller of your personal information, except where another organisation acts as an independent controller for its own purposes.

Please read this Privacy Policy carefully. By using the Services, you acknowledge that you have been given the opportunity to read and understand how we process personal information.

If there is a conflict between this Privacy Policy and our Terms of Service concerning the collection, use or disclosure of personal information, this Privacy Policy will apply.

2. Who is responsible for your information?

For the purposes of applicable UK data-protection law, Dan Matthews, trading as Matchday 90, is the data controller for the personal information described in this policy unless stated otherwise.

Matchday 90 is a trading name operated by Dan Matthews as a sole trader and is not a separately incorporated company.

Our contact details are:

Legal owner: Dan Matthews
Trading name: Matchday 90
Business structure: Sole trader
Email: hello@matchday90.com
Postal address: 12 Squirrel Close, Cannock, WS12 3XE, United Kingdom

You can contact us using these details to ask a privacy question, exercise a data-protection right or make a complaint.

3. Personal information we collect or process

When we use the term “personal information,” we mean information that identifies you or can reasonably be linked to you.

It does not include information that has been anonymised so that it can no longer identify or reasonably be linked to an individual.

Depending on how you interact with the Services, we may collect or process the following categories of personal information.

Contact and identity information

This may include:

  • your name;
  • email address;
  • telephone number, where provided;
  • billing address;
  • shipping address;
  • country or region;
  • other contact information you provide.

Order and transaction information

This may include:

  • products viewed, selected or purchased;
  • product size, colour and quantity;
  • items added to your basket;
  • order number;
  • purchase history;
  • returns, refunds, cancellations or exchanges;
  • delivery status;
  • discount codes;
  • transaction value;
  • payment status;
  • correspondence relating to an order.

Payment information

Payment information may include:

  • your selected payment method;
  • billing details;
  • payment confirmation;
  • transaction references;
  • limited information supplied to us by Shopify or the relevant payment provider.

Payments may be processed through Shopify Payments, card providers, Shop Pay, Apple Pay, Google Pay, Klarna or another payment method shown at checkout.

Full payment-card details are processed securely by Shopify or the relevant payment provider and are not ordinarily made available to Matchday 90.

Customer-account information

Where customer accounts are available, this may include:

  • account contact details;
  • login identifiers;
  • account preferences;
  • saved addresses;
  • previous orders;
  • security and authentication information;
  • account settings.

Passwords and authentication credentials are handled through Shopify’s account systems and are not ordinarily visible to Matchday 90.

Communications with us

This includes information you provide when you:

  • complete our contact form;
  • email us;
  • ask a product or sizing question;
  • report a damaged, faulty or incorrect item;
  • request a return or refund;
  • make a complaint;
  • communicate with us through another available support channel.

Please do not send us payment-card details or other unnecessary sensitive information through email or contact forms.

Device and technical information

This may include:

  • IP address;
  • browser type;
  • device type;
  • operating system;
  • network connection information;
  • cookie identifiers;
  • other online identifiers;
  • technical information relating to how you access the Services.

Website usage information

This may include information about:

  • pages viewed;
  • links selected;
  • products viewed;
  • navigation through the website;
  • basket activity;
  • referral source;
  • date and time of visits;
  • interaction with emails, where tracking is enabled and permitted;
  • errors or performance issues.

Marketing preferences

This may include:

  • whether you have subscribed to marketing;
  • when and how consent was provided;
  • unsubscribe requests;
  • cookie and privacy choices;
  • marketing interactions;
  • communication preferences.

Information you choose to make available

Where features such as product reviews are enabled, we may process information you choose to submit for publication or moderation.

You should avoid including unnecessary personal or confidential information in public-facing submissions.

4. How we collect personal information

We may obtain personal information from the following sources.

Directly from you

For example, when you:

  • place an order;
  • enter information at checkout;
  • create an account;
  • subscribe to marketing;
  • complete a form;
  • contact customer support;
  • request a return or refund;
  • otherwise provide information to us.

Automatically through the Services

Information may be collected automatically when you use the website through:

  • cookies;
  • pixels;
  • local storage;
  • server logs;
  • similar technologies;
  • your browser, device or network connection.

Non-essential technologies are used in accordance with your cookie and privacy choices where consent is required.

From service providers

We may receive information from organisations that help us provide the Services, including:

  • Shopify;
  • payment providers;
  • Printful;
  • delivery providers;
  • email and communications providers;
  • fraud-prevention services;
  • analytics and technical providers.

From business partners and other third parties

We may receive information from business, advertising or integration partners where this is lawful and consistent with your choices.

We may also receive information when you interact with services connected to our website, such as a social-media platform or digital-wallet provider.

5. How we use personal information

We may process personal information for the purposes described below.

Providing and fulfilling the Services

We use personal information to:

  • operate the Matchday 90 website;
  • display and sell products;
  • process and confirm orders;
  • take and verify payment;
  • send orders for production;
  • arrange packaging and delivery;
  • provide tracking and transactional updates;
  • manage customer accounts;
  • process cancellations, returns and refunds;
  • respond to order enquiries;
  • maintain order and transaction records.

Producing and delivering orders

Matchday 90 products may be produced individually after an order is placed.

We share the information needed to fulfil an order with production and delivery partners. This may include:

  • customer name;
  • delivery address;
  • telephone number where required for delivery;
  • order contents;
  • product variation;
  • delivery method;
  • order reference.

Customer service and communications

We use personal information to:

  • answer questions;
  • provide sizing or product information;
  • investigate delivery problems;
  • handle returns and refunds;
  • respond to damaged, faulty or incorrect-product reports;
  • manage complaints;
  • maintain our relationship with customers.

Improving the website and customer experience

We may use information to:

  • understand how customers use the website;
  • improve navigation and usability;
  • assess product interest;
  • diagnose technical problems;
  • improve customer support;
  • measure website performance;
  • develop and improve our products and Services.

Where this involves non-essential cookies or similar tracking technologies, we will request consent where required.

Marketing and advertising

Where you have consented, or where otherwise permitted by law, we may use your personal information to:

  • send Matchday 90 marketing emails;
  • provide information about products, releases or offers;
  • measure marketing performance;
  • understand engagement with our communications;
  • display or measure relevant advertising, subject to your cookie and privacy choices.

We do not currently rely on this policy as permission to send unsolicited marketing. You can unsubscribe from marketing emails at any time using the unsubscribe link contained in the email or by contacting us.

Withdrawing from marketing does not prevent us from sending necessary non-promotional messages concerning an order, account, return, refund, legal notice or customer-service request.

Security and fraud prevention

We may use personal information to:

  • authenticate account activity;
  • secure the website and checkout;
  • identify suspicious transactions;
  • prevent fraud or misuse;
  • investigate malicious activity;
  • protect customers, our business and our service providers;
  • establish, exercise or defend legal claims.

If you create an account, you are responsible for keeping your access information secure and should not share your password or authentication details with anyone else.

Legal and regulatory purposes

We may process information to:

  • comply with applicable law;
  • maintain accounting and tax records;
  • comply with consumer-protection obligations;
  • respond to lawful requests from regulators, courts, law-enforcement bodies or public authorities;
  • enforce our terms and policies;
  • investigate legal claims or disputes;
  • protect our legal rights and those of others.

6. Lawful bases for processing

Under UK data-protection law, we must have a valid lawful basis for processing personal information. The basis we rely on depends on the purpose for which the information is used.

Performance of a contract

We process personal information where it is necessary to enter into or perform a contract with you.

This includes:

  • processing and taking payment for an order;
  • producing and fulfilling products;
  • arranging delivery;
  • sending order and delivery communications;
  • managing customer accounts;
  • handling cancellations;
  • processing returns, refunds or exchanges;
  • answering questions concerning an order or proposed purchase.

Without this information, we may be unable to process or fulfil your order.

Legal obligation

We process information where necessary to comply with a legal obligation.

This may include:

  • maintaining tax, accounting and transaction records;
  • complying with consumer-protection requirements;
  • responding to valid legal or regulatory requests;
  • meeting product-safety obligations;
  • managing requests made under data-protection law.

Legitimate interests

We may process personal information where necessary for our legitimate business interests, provided those interests are not overridden by your rights and interests.

Our legitimate interests may include:

  • operating and improving Matchday 90;
  • protecting the website, customers and business systems;
  • preventing and investigating fraud;
  • providing effective customer support;
  • maintaining accurate business records;
  • measuring general business and product performance;
  • understanding and improving the customer experience;
  • resolving disputes;
  • establishing, exercising or defending legal claims.

Where required, we consider the nature of the information, the reasonable expectations of the individuals concerned and the potential impact of the processing before relying on legitimate interests.

Consent

We rely on consent where required, including for:

  • optional marketing emails;
  • non-essential cookies and similar technologies;
  • certain analytics activities;
  • certain personalised-advertising activities.

You may withdraw consent at any time.

Withdrawal does not affect the lawfulness of processing carried out before consent was withdrawn.

7. Cookies and similar technologies

We and our service providers may use cookies and similar technologies to operate, secure and improve the Services.

These technologies may include:

  • strictly necessary cookies;
  • functional cookies;
  • analytics cookies;
  • advertising or marketing cookies;
  • pixels;
  • local-storage technologies;
  • similar online identifiers.

Strictly necessary cookies support functions such as:

  • basket activity;
  • checkout;
  • account login;
  • fraud prevention;
  • security;
  • consent management;
  • website operation.

Where required by law, non-essential cookies and similar technologies will not be used until you have provided the relevant consent.

You can manage your choices through the cookie banner or Cookie Preferences control available on the website.

Further information will be available in our Cookie Policy, including details about cookie categories and how to change your preferences.

Browser controls may also allow you to block or delete cookies. Blocking necessary cookies may prevent parts of the Services from working properly.

8. Marketing communications

We may send you marketing emails where you have subscribed or where another lawful basis allows us to do so.

You can stop receiving marketing emails at any time by:

  • selecting the unsubscribe link in the email;
  • changing available account preferences;
  • contacting hello@matchday90.com.

After unsubscribing, we may retain limited information to record your preference and ensure that you are not added back to marketing communications unintentionally.

We may still send service communications relating to:

  • orders;
  • payments;
  • dispatch;
  • delivery;
  • returns;
  • refunds;
  • accounts;
  • security;
  • customer enquiries;
  • legal or policy updates.

9. How we share personal information

We may share personal information with trusted organisations where necessary to operate the Services, fulfil orders, comply with the law or pursue the purposes described in this policy.

Shopify

Shopify hosts the Matchday 90 online store and provides ecommerce, checkout, customer-account, payment, security, analytics and related services.

Information submitted through the Services is transmitted to and processed by Shopify.

Shopify may act as our service provider for some activities and as an independent controller for certain processing carried out for its own purposes.

Printful

We use Printful to produce, package and dispatch Matchday 90 products.

We share the order and delivery information necessary for Printful to manufacture and fulfil purchases.

Printful may use fulfilment facilities and delivery partners located in different countries, depending on product availability, destination and operational requirements.

Payment providers

Payment information may be processed by:

  • Shopify Payments;
  • Shop Pay;
  • card networks and issuing banks;
  • Apple Pay;
  • Google Pay;
  • Klarna;
  • other payment methods displayed at checkout.

Payment providers process information in accordance with their own legal and privacy obligations.

Delivery providers

We share relevant delivery details with courier and postal providers so that they can:

  • transport orders;
  • provide tracking;
  • communicate delivery information;
  • investigate delayed or missing parcels;
  • complete or attempt delivery.

The courier used may vary according to the fulfilment location, delivery address and selected service.

Google Workspace

We use Google Workspace for business email and customer communications.

Information included in emails or support correspondence may therefore be processed through Google’s systems.

Technical, security and analytics providers

We may share information with organisations that provide:

  • website functionality;
  • hosting or cloud infrastructure;
  • data storage;
  • fraud detection;
  • cybersecurity;
  • error monitoring;
  • analytics;
  • consent management;
  • communications;
  • customer-support tools.

Analytics and advertising providers will be used in accordance with applicable consent requirements.

Business and marketing partners

Where enabled and permitted, we may share information with business or marketing partners to provide, measure or improve advertising.

Depending on your location, you may have rights to object to or restrict the use of personal information for direct marketing or targeted advertising.

When you direct us to share information

We may disclose information when you:

  • request us to do so;
  • use a third-party login or integration;
  • select a particular payment provider;
  • interact with a connected social-media service;
  • otherwise consent to the disclosure.

Legal and business circumstances

We may disclose information:

  • to comply with legal obligations;
  • in response to a valid court order, warrant or regulatory request;
  • to protect the Services, our customers or other persons;
  • to investigate fraud, security incidents or breaches of our terms;
  • in connection with a business sale, restructuring, insolvency, merger or transfer of assets;
  • to establish, exercise or defend legal claims.

We do not sell customer contact lists.

10. Our relationship with Shopify

The Services are hosted by Shopify.

Shopify collects and processes personal information relating to your access to and use of the Services to provide, secure and improve its platform and services.

Information submitted through the Matchday 90 store may be transmitted to Shopify and to service providers located outside the country in which you live.

We may use Shopify features that incorporate information from your interactions with Matchday 90, Shopify and other participating merchants to provide enhanced services such as:

  • fraud protection;
  • checkout functionality;
  • account services;
  • personalisation;
  • marketing measurement;
  • product recommendations.

For some enhanced services, Shopify may determine the purposes and means of processing and may therefore act as an independent data controller.

You can learn more about how Shopify processes consumer information through the Shopify Consumer Privacy Policy and Shopify Privacy Portal.

Your rights relating to processing controlled independently by Shopify may need to be exercised directly through Shopify.

11. Third-party websites and services

The Services may contain links to websites, social networks, payment services or other platforms operated by third parties.

We do not control those third parties and are not responsible for their:

  • privacy practices;
  • security;
  • content;
  • accuracy;
  • availability;
  • terms and conditions.

You should review the relevant third party’s privacy information before providing personal information to it.

The inclusion of a link does not necessarily mean that Matchday 90 endorses the third party or its services.

Information you publish through public or semi-public third-party platforms may be visible to other users and may be used by those platforms according to their own terms.

12. International transfers

Some of our service providers operate internationally. Your personal information may therefore be transferred to, stored in or processed in countries outside the United Kingdom.

Where personal information is transferred internationally, we or the relevant provider will use an applicable legal mechanism where required.

This may include:

  • UK adequacy regulations;
  • the UK International Data Transfer Agreement;
  • the UK Addendum to approved European Commission Standard Contractual Clauses;
  • another legally recognised safeguard;
  • a permitted legal exception.

We may also rely on contractual, organisational and technical protections designed to safeguard transferred information.

International-transfer mechanisms must be appropriate for the particular transfer and may require additional assessments or safeguards. (ICO)

13. Security

We use reasonable administrative, technical and organisational measures intended to protect personal information against:

  • accidental loss;
  • unauthorised access;
  • misuse;
  • alteration;
  • disclosure;
  • destruction.

No method of internet transmission or electronic storage is completely secure, and we cannot guarantee absolute security.

Information sent by ordinary email may be insecure in transit. You should not send:

  • payment-card information;
  • passwords;
  • unnecessary identity documents;
  • other highly sensitive information

through email or the standard contact form.

If we need additional information to verify a request, we will explain how it should be provided.

14. How long we retain information

We retain personal information only for as long as reasonably necessary for the purposes described in this Privacy Policy.

The appropriate retention period depends on factors including:

  • the nature of the information;
  • why it was collected;
  • whether an account remains active;
  • whether an order or customer enquiry remains open;
  • legal, accounting or tax obligations;
  • fraud-prevention requirements;
  • potential or actual disputes;
  • the need to establish, exercise or defend legal claims.

In general:

  • order, payment and transaction records may be retained for the period required by accounting, tax and legal obligations;
  • fulfilment and delivery information may be retained for as long as necessary to complete the order and resolve related enquiries;
  • customer-support communications may be retained for as long as necessary to resolve the matter and maintain appropriate business records;
  • account information may be retained while the account is active and for a reasonable period after closure;
  • marketing information may be retained until you unsubscribe, withdraw consent or the information is no longer required;
  • suppression information may be retained after an unsubscribe so that we can respect the request;
  • cookie and consent records may be retained where needed to record and demonstrate your choices;
  • information relating to disputes, fraud or legal claims may be retained until the relevant limitation period or proceedings have ended.

When personal information is no longer required, it may be deleted, anonymised or securely disposed of.

15. Your data-protection rights

Depending on the circumstances and subject to applicable legal exceptions, you may have the following rights.

Right to be informed

You have the right to receive clear information about how your personal information is collected and used.

Right of access

You may request confirmation of whether we process your personal information and ask for a copy of that information.

Right to rectification

You may ask us to correct inaccurate personal information or complete information that is incomplete.

Right to erasure

You may ask us to delete personal information in certain circumstances.

This right does not always apply, including where information must be retained to comply with a legal obligation or establish, exercise or defend a legal claim.

Right to restrict processing

You may ask us to restrict the use of your personal information in certain circumstances.

Right to data portability

Where applicable, you may ask to receive certain personal information in a structured, commonly used and machine-readable format or ask for it to be transferred to another controller.

Right to object

You may object to processing based on legitimate interests in certain circumstances.

You have an absolute right to object to the use of personal information for direct marketing.

Right to withdraw consent

Where we rely on consent, you may withdraw it at any time.

Withdrawal does not affect the lawfulness of processing undertaken before consent was withdrawn.

Rights relating to automated decisions

You may have rights relating to decisions made solely through automated processing that produce legal or similarly significant effects.

Matchday 90 does not ordinarily make solely automated decisions of this nature about customers. Payment providers, fraud-prevention services or Shopify may use automated systems as part of their independent services.

Marketing and cookie choices

You can:

  • unsubscribe from marketing emails;
  • update available account preferences;
  • manage non-essential cookies through the Cookie Preferences tool;
  • change relevant browser settings.

These rights are not absolute and may apply only in certain circumstances.

The ICO provides further guidance on rights including access, rectification, erasure, restriction and objection. (ICO)

16. Exercising your rights

To exercise a privacy right, contact:

Email: hello@matchday90.com
Postal address: Matchday 90, 12 Squirrel Close, Cannock, WS12 3XE, United Kingdom

Please explain:

  • which right you wish to exercise;
  • the information or activity concerned;
  • any relevant order or account details.

We may need to take reasonable steps to verify your identity before completing a request.

We will not discriminate against you for exercising your rights.

You may authorise another person to make a request for you. Before accepting a request from an authorised representative, we may ask for evidence that they have authority to act on your behalf and may also need to verify your identity directly.

We will respond within the period required by applicable law. Where a request is unusually complex or involves multiple requests, the law may permit additional time, in which case we will explain this to you.

Some rights relating to information processed independently by Shopify should be exercised through Shopify’s Privacy Portal.

17. Children’s information

The Services are intended for a general retail audience and are not directed specifically at children.

We do not knowingly collect personal information directly from children under the age of 13.

Orders should be placed only by someone legally capable of entering into the relevant purchase agreement or with the appropriate involvement of a parent or guardian.

If you are a parent or guardian and believe that a child has provided personal information to us, contact hello@matchday90.com so that we can investigate and, where appropriate, delete the information.

18. Complaints

Please contact us first if you have concerns about how Matchday 90 has processed your personal information.

Email: hello@matchday90.com
Postal address: Matchday 90, 12 Squirrel Close, Cannock, WS12 3XE, United Kingdom

We will review your concern and respond as required by applicable law.

You also have the right to complain to the UK Information Commissioner’s Office.

Information Commissioner’s Office
Wycliffe House
Water Lane
Wilmslow
Cheshire
SK9 5AF
United Kingdom

Telephone: 0303 123 1113

The ICO recommends raising the matter with the organisation first, but you may complain to the ICO if you remain dissatisfied. (ICO)

Customers outside the UK may also have the right to complain to the data-protection regulator in the country where they live or work.

19. Changes to this Privacy Policy

We may update this Privacy Policy to reflect changes to:

  • our products or Services;
  • service providers;
  • privacy practices;
  • legal or regulatory requirements;
  • Shopify features;
  • operational or security arrangements.

When we update the policy, we will publish the revised version and change the Last updated date.

Where required by law, we may provide additional notice or request renewed consent.

We recommend reviewing this policy periodically.

20. Contact us

For questions about this Privacy Policy, our privacy practices or your personal information, contact:

Dan Matthews, trading as Matchday 90
Business structure: Sole trader
Email: hello@matchday90.com
Postal address: 12 Squirrel Close, Cannock, WS12 3XE, United Kingdom

For the purposes of applicable data-protection law, Dan Matthews, trading as Matchday 90, is the controller of the personal information described in this policy unless otherwise stated.