Privacy Policy

1. General

AB A/S ("AB", "we") has published this policy to describe how we collect and process personal data via ab.dk. This policy covers information you provide directly to us (e.g. via the contact form), or that is collected automatically when you visit the site. AB A/S acts as the data controller. Contact details can be found in section 7.

2. Data Collection, Purposes, and Legal Basis

2.1 Website Usage Data

When you visit ab.dk, we may automatically collect technical information such as browser type, IP address, and device information, to the extent necessary to operate and secure the website. Legal basis: Article 6(1)(f) GDPR (legitimate interests in the secure and correct operation of the website).

If you consent to statistics cookies, we also use Google Analytics (via Google Tag Manager) to collect anonymized statistics about visits and site usage. Legal basis: Article 6(1)(a) GDPR (consent). See section 8 for details and how to manage your consent.

2.2 Contact Form and Event Enquiries

When you contact us via the contact form or our hospitality/event enquiry form, we collect the information you provide — typically your name, email, phone number, and message, plus any details about a requested event (date, guest count, type). This information is used solely to respond to your enquiry. Legal basis: Article 6(1)(f) GDPR (legitimate interests in responding to enquiries) and, where relevant, Article 6(1)(b) (steps prior to entering into a contract).

2.3 Newsletter Signup

When you sign up for our newsletter, we collect your email address and optionally your name. This data is used solely to deliver newsletters via our email provider, Mailgun. Legal basis: Article 6(1)(a) GDPR (consent). You may unsubscribe at any time.

2.4 Account and Login

If you create a MyAB account, our login provider Descope processes the information necessary to create and authenticate your account (e.g. your email address and a session cookie). Legal basis: Article 6(1)(b) GDPR (necessary to provide the account functionality you requested).

2.5 Ticket Purchases and Shop

Ticket and merchandise purchases do not take place directly on ab.dk, but via our partners Vivenu (tickets, billet.ab.dk) and Shopify (shop, shop.ab.dk). When you make a purchase there, that partner's own privacy policy governs the processing of your payment and order data — AB does not itself receive or store this data.

3. Data Recipients and Third Parties

We use the following processors and third-party services. Some are only loaded if you have consented to the relevant cookie category (see section 8):

• Mailgun (EU-operated) — sending email and newsletters
• Descope — login and account authentication (MyAB)
• Vivenu — ticket purchasing and booking (requires consent to functional cookies)
• SI Sports (dash.si-ab.com) — displaying live match statistics (requires consent to functional cookies)
• Google Analytics / Google Tag Manager — anonymized website usage statistics (requires consent to statistics cookies)
• YouTube / Google — embedded videos on ABTV (requires consent to marketing/media cookies)
• Strapi/Wasabi — storage of editorial content and images on the website
• Vercel — technical operation and hosting of the website

Where a processor stores or processes data outside the EU/EEA, we ensure the transfer is supported by appropriate safeguards, such as the European Commission's Standard Contractual Clauses (SCCs).

4. Your Rights

You have the right to:

• Request access to your personal data
• Correct inaccurate information
• Request erasure (subject to legal limitations)
• Restrict processing
• Receive your data in a portable format
• Object to processing based on legitimate interests
• Withdraw consent at any time, including your cookie choices
• File a complaint with the Danish Data Protection Agency (datatilsynet.dk)

5. Data Deletion Timelines

• Contact form and event enquiries: Deleted no later than 12 months after the dialogue concludes, unless otherwise agreed or legally required
• Newsletter data: Deleted upon unsubscribing or withdrawal of consent
• Account data (MyAB): Retained while the account is active, and deleted within a reasonable time following a deletion request
• Cookies: See the duration for each cookie in the table in section 8

6. Security

We apply appropriate technical and organisational security measures to protect your personal data against unauthorised access or damage. Only personnel and processors who require access in the course of their work are granted such access.

7. Contact Information

If you have questions about this policy, or wish to exercise your rights under section 4, please contact us at the address above.

8. Cookies

We use cookies to make the site work, and to deliver embedded videos, ticket purchasing, and live stats from third parties. You choose which non-essential cookies to allow via the cookie banner's settings — you can change your choices at any time via "Cookie settings" in the site footer.

9. Policy Changes

We may update this policy from time to time. Material changes will be communicated on your next visit to the website.