Privacy and Cookie Policy

This privacy policy sets out how will store and use information relating to you. is a trading name of Sigma Sports Limited.

Sigma Sports Ltd acts as the data controller for Sigma Sports, Universal Colours and Vel. 'Universal Colours' and 'Vel' are trademarks owned and operated by Sigma Sports Ltd. All data obtained through activities associated with the aforementioned brands are controlled and managed by Sigma Sports Ltd in accordance with the UK General Data Protection Regulations (GDPR) and the UK Data Protection Act 2018.

This privacy policy sets out how Sigma Sports, the data controller will store and use information relating to you. Whether you are shopping in-store with us, browsing one of our websites or apps, we want you to know that we are fully committed to protecting your privacy. Once you choose to provide us with any information by which you can be identified, you can be assured that it will only be used in accordance with this privacy policy.

Our products and services are aimed at those aged 18 and over.

If you have questions about how we use your data or what we do to protect your privacy, please don’t hesitate to email us at [email protected] or write to us at:

Data Protection Officer
Sigma Sports Limited
The Sidings
Station Road
Hampton Wick
Kingston upon Thames
United Kingdom

If you are unhappy with our response you can contact the Information Commissioner's Office (opens in a new tab).

European Representative under Article 27 of GDPR
We have appointed EU Rep as our Representative under Article 27 of the EU General Data Protection Regulation (“GDPR”). All GDPR queries from EU Data Subjects or Data Protection authorities should be addressed to [email protected]. BizLegal Ltd trading as EU Rep has its registered office at 27 Cork Road, Middleton Co. Cork, Ireland. Company number 635921.

For all of our services & brands, the data controller is Sigma Sports Limited.

How we use your information

When you shop or contact us whether Online, in-store, through our Customer Care Team or provide your CV to apply to join our team, you may need to provide personal details so that we can fulfil your order, request or application. This consent is our legal basis for processing.

Type of information How we use it
Name, address, telephone number and email address

To deliver your order.
To confirm who you are when collecting orders in-store.
To send you service information relating to your orders.
At your request, to let you know when an item is back in stock
For fraud prevention.
To send you marketing emails if you opt-in.
To register for Courses, Events, Rides and Runs.
To assess your CV for skills, qualifications, and suitability for a

Payment details

To take payment and give refunds where necessary.
For fraud prevention.

Once you have placed an order with us, we’ll keep hold of the following information:

Type of information

How we use it
Your purchase history, browsing history and saved items

To fulfil your orders, provide customer service and
handle returns and warranty claims.
To find out what you like and send you relevant
marketing emails if you opt-in.
To deliver you adverts elsewhere online.

Your contact history with us

To provide you with customer service and support.

You also have the option of providing the following further information:

Type of information

How we use it
Your gender, date of birth and interests

To find out what you like and send tailored emails if you opt-in.
To register for Events, Rides and Runs.
To assess your CV for skills, qualifications and suitability for a

Your preferred country

So that we can send you products and offers that are available in your country if you opt-in.

Survey responses

To help us better understand our customers’ needs and preferences.

Competition entries

To acknowledge receipt of your entry, and notify you of results.

When you use our website/app, we will also collect the following information:

Type of information

How we use it
Your device IP address

To set your default options such as currency and language.
To protect our website from fraud or malicious software.

The type of device you are using to access our website

To improve your shopping experience by displaying our website in the best way for your device.

When you place an order with us for the first time, we pursue our Legitimate Interests by utilising the “soft opt-in” to send you marketing emails of similar products and services if you do not opt-out. You can opt-out at this point and with every marketing email thereafter.

Type of information

How we use it
Email address

To send you marketing emails of similar products and services if you do not opt-out.

Our Stores are monitored by CCTV and record images for the purposes of security and health and safety, this is stored at each store location.

We will also use most of the above data for our own internal analysis and share it with selected 3rd parties to help us better understand our customer's behaviour, performance and usage of our websites/apps. We do this to improve the relevance and provide you with a better shopping experience.

Email Marketing

To help you get the most out of our emails, you have the option of telling us a bit more about yourself. By letting us know details like your age, gender and interests, we are able to send you more relevant email content. You are not obliged to do this, and you can update your preferences within your customer account at any time. Then we’ll send you a few emails each week keeping you up-to-date with news of our latest products, offers and in-store events.

If you’ve bought from us, we may use this information to send you emails about similar products or services that may be of interest to you. Some emails that we send will be based on actions that you take on our website/app, for example buying or viewing a specific product. We do this to enhance your shopping experience, and to help you find products that we think may be useful to you.

You can opt-out of receiving marketing emails from us at any time by:

  • Clicking the ‘Unsubscribe’ link at the bottom of any of our marketing emails
  • Updating your email preferences within your customer account
  • Contacting our customer care team

If you opt-out of receiving marketing emails, you will still receive important order and delivery information by email.

Sharing your information

We will never sell, distribute or lease your data to any third party. In order to fulfil orders and provide you and other customers with a highly personal level of service, we do share your data with the following data controllers:

We may upon review and taking into consideration your privacy, also disclose your personal data to the police or any other regulatory or government authority investigating suspected illegal activities if requested to do so.

In the event that we were to sell our business or assets, your personal data may be disclosed to any prospective/actual purchaser and/or their advisers.

Luxottica Virtual Mirror

We provide for certain sunglass brands a great option called Virtual Mirror that enables you to try on the glasses virtually from the comfort of your own home. This great tool is provided by Luxottica and will process your personal data to provide this service. Before you can use this tool you will be asked for consent for Virtual Mirror to access your camera on your device, once you give consent we will store this consent data on a Cookie that will be stored for 30 days. Your image is processed in real-time on your device and will not be communicated to anyone nor will it be stored by Luxottica or Sigma Sports. In case you want to save your image after the experience, the image will be stored only on your device and it won't be accessed by Luxottica or Sigma Sports.

For further information please view the Luxottica Privacy Policy (opens in a new tab).


To help provide our customers with a fair and transparent shopping experience, we have partnered with two online review platforms: Trustpilot and Bazaarvoice. Following a purchase, we will securely transfer your email address to these companies who will then use this information only for the purposes of inviting you to leave a review.

Here’s how they work:


Within 24 hours of placing your order, you’ll receive an email from us via Trustpilot inviting you to leave a review of your shopping experience. To leave a review you’ll need to create an account on Trustpilot. To edit or remove a review you have written, you will need to contact Trustpilot directly.

You can access Trustpilot’s Privacy Policy (opens in a new tab).


Around 2 weeks after receiving your product, we may send you an email inviting you to review and rate the product that you purchased.

Once submitted, it usually takes 72 hours for your review, question or answer to appear on the website/app providing it adheres to our publishing guidelines. Your review can be submitted anonymously or if you prefer you can leave a ratings only review. To edit or remove a review you have written, please contact us.

You can access Bazaarvoice's Privacy Policy (opens in a new tab).

Links to third-party websites

We may occasionally provide links to third-party websites to help you find other relevant information. Please be aware that any such site will not be governed by this privacy policy, and we, therefore, cannot be responsible for the protection and privacy of any information which you provide whilst using it. You should exercise caution and look at the privacy statement applicable to the website in question.

Retaining your information

We will keep your personal information for as long as you have a customer account with us. This helps us to provide you with fast, efficient service, from checkout to delivery, each and every time you shop with us.

We encourage you to keep your information up-to-date, and you can do this easily at any time within your customer account, or by contacting us.

Your rights

When it comes to your personal information, you have the following rights:

  • The right to be informed about how we use your information
  • The right to access any information we hold about you
  • The right to correct any inaccurate information that we hold about you
  • The right to request that we delete information that we hold about you
  • The right to request that we stop processing your information i.e. using it for any or all of the purposes set out in this privacy policy
  • The right to access your information in such a way so that it can easily be transferred from one environment to another in a safe and secure way
  • The right to object to, and opt-out of our email marketing at any time

We will always ensure that our services are made available to you in a way that makes it easy for you to exercise any of these rights, at any time.

Countries outside of the European Union

In order to fulfil international orders, some data will be passed on to companies within our delivery network that operate outside of the European Economic Area. As with all of our data transfers, this is carried out in a secure way and only the information needed to fulfil your order (e.g. name, contact details, postal address) will be provided.

We may need to store or transfer your data to third party suppliers in countries outside of the European Economic Area. Where we do so, we take great care in ensuring your personal information is protected and secured to the same high standards and with the same safeguards as though it was being stored or processed inside the EEA, for example by using standard contractual clauses approved by the European Commission and Information Commissioner's office (ICO). 

Changes to our Privacy Policy

From time to time, we may update our privacy policy to reflect changes in the way we provide our services to you, or in accordance with changes in data protection law. We encourage you to stay familiar with our privacy policy but rest assured that If any significant changes are made, we will let you know.

This privacy policy was last updated on 10th August 2023.

Cookies and Similar Technologies

What are Cookies and Similar Technologies?

A cookie is a small text file that asks permission to be downloaded onto your computer or smartphone when you visit our website or App. Cookies allow things like the website to recognise your device each time you access it and will store some information about your preferences or past actions. Other tracking technologies, like web beacons, clear GIFs, page tags, web bugs and pixels etc, are used to understand how people are using our services and for target advertising.

We use cookies and similar technologies to improve your shopping experience by doing things like:

  • Keeping your chosen products in your basket
  • Remembering products that you’ve saved to your wish list
  • Sending you email reminders about products you’ve viewed or left behind (only if you’ve opted-in to receive email marketing from us)
  • Analysing web page traffic to make sure that you and other customers can find what you’re looking for easily

As well as the cookies we use on our website, we use similar technologies in our emails. These help us to understand whether you’ve opened an email and how you’ve interacted with it.

How do I manage my Cookies?

When you first land on our website, we’ll show you a message to let you know that we use cookies and similar technologies and to give you the options to Accept All or manage them. We use a cookie management tool powered by Trustarc to do this.

Alternatively, you can manage cookies by:

  • Setting your browser to block cookies. Please check your browser for instructions on how to do this.
  • You can also visit About Cookies (opens in a new tab) for more information.

What type of Cookies do we use?

We use Session and Persistent cookies. Session Cookies expire at the end of each browser session. Persistent cookies can be stored for longer periods of time over multiple sessions.

What are first party and third party cookies? First party cookies belong to Sigma Sports. Third-party cookies may be used by approved organisations to provide services on our website.

Required Cookies. These cookies are necessary to enable the basic features of this site to function, such as providing secure log in or remembering how far you are through an order.

Functional Cookies. These cookies allow us to analyse your use of the site to evaluate and improve our performance. They may also be used to provide a better customer experience on this site. For example, remembering your login details, saving what is in your shopping basket, or providing us with information about how our site is used.

Advertising Cookies. These cookies are used to show you ads more relevant to you. We may share this information with advertisers or use it to better understand your interests. For example, advertising cookies may be used to share data with advertisers so that the ads you see are more relevant to you, allow you to share certain pages with social media networks, or allow you to post comments on our site.

If you choose to reject cookies. You may be able to continue browsing and purchasing products but please be aware that navigation on the website may not function as well as intended.

Alternatively, if you change your mind later you can change and update your Cookie Preferences.

Online advertising

Like many other online retailers, we use a range of digital advertising networks and technologies to display targeted adverts to our customers on other websites. The adverts you see will be based on information that we hold about you, for example:

  • Your purchase history
  • Products you have viewed
  • Your interests, as set by you

We use various industry-standard targeting tools to ensure our advertising is relevant, these can include:

  • Browsing behaviour collected by tracking pixels on our digital platforms
  • An encrypted identifier that can help match adverts to you on advertising platforms. These identifiers are often referred to as a Hashed ID and allow us to advertise to people who have identified themselves to us in the past, for example when an email address has been shared with us

By visiting our website/app and consenting to our use of cookies (see below), or by shopping with us and consenting to our terms and conditions and privacy policy, you are agreeing to be served browsing-based advertising, based on data we hold about you.

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