Privacy Policy

At Sports Group Denmark ("SGD" or "we"), we prioritize data security and confidentiality. This privacy policy sets clear guidelines for how SGD handles your personal information. The following explains how we use the personal information you provide when visiting our website or using our various services. The privacy policy may be changed without notice, and the latest version will always be available on our website.

1. Data Controller and Contact Information

This website is operated and owned by:
Sports Group Denmark A/S
Skærskovgaardsvej 5, 8600 Silkeborg
CVR: 3470 4074
Phone: +45 3511 4555

2. Collection of Personal Information, Purpose, and Legal Basis for Processing

When you use our website and/or services, we collect personal information about you. The personal information we collect may include your name, email address, home address, telephone number, and similar identification information, as well as information about an online purchase and your navigation on the website.

Collection, purpose, and legal basis for processing your personal information occur in one or more of the following cases:

When you purchase items online at
The purpose of the collection is to fulfill your order in our webshop and comply with other legislation, such as accounting and bookkeeping, and the legal basis is Article 6(1)(b) and (c) of the General Data Protection Regulation (GDPR).

When you subscribe to SGD's newsletter.
The purpose of the collection is to send you news, and the legal basis is Article 6(1)(a) of the GDPR.
Please note that the use of your personal information for sending marketing materials only takes place if you have given your explicit consent beforehand, unless the law allows us to contact you without your consent first.

SGD compiles statistics on which areas of the website our users visit and which products are the users' favorites. These data do not contain personal information. By using the collected data, we gain insight into users' use of the website. This information is used to improve the website. However, we use data about all our users' navigation to understand how our users as a whole group use and strive to make the website better based on this information. We cannot see where you come from or browse on the Internet when you leave our site. Additionally, we collect information about which products our users, as a collective group, prefer. This information is also used to improve the website. We do not sell or otherwise disclose information about our users' use and navigation on our website. And we do not sell or disclose your purchase information to third parties.

3. Disclosure to Other Data Controllers

Your personal information is not disclosed to a third party without your permission. However, information for the purpose of product delivery is disclosed to the shipping companies used by SGD.

Under certain circumstances and in accordance with the law, it may also be necessary to disclose information to public authorities or the police. For example, information may be disclosed to the police in cases of suspected credit card fraud.

In the event of restructuring or full or partial sale of the company, any disclosure in this regard will be made in accordance with the applicable legislation for the processing of personal data.

4. Disclosure to Data Processors

Your personal information is transferred to SGD's partners who provide services on SGD's behalf, such as sending newsletters. These partners process the personal information solely on behalf of SGD and in accordance with SGD's instructions.

5. Deletion of Personal Information

We delete your personal information when we no longer need to process it for one or more of the purposes outlined above in section 3. However, the information may be processed and stored longer in anonymized form.

Your purchase history will be stored for up to 3 years after the expiration of the calendar year in which the purchase was made. Accounting material is kept for 5 years from the expiration of the calendar year in which the purchase was made.
Upon unsubscribing from newsletters, you will be immediately unsubscribed, but documentation of originally given consent is kept for 2 years.

6. Cookies

We use cookies on our website. You can read more about the use of cookies in our Cookie Policy, which you can find here: Cookie Policy.

7. Your Rights

Under the General Data Protection Regulation, you have several rights regarding our processing of information about you. If you wish to exercise your rights, you should contact us.

Right to Access Information (Right of Access)
You have the right to access the information we process about you, as well as a number of additional details.

Right to Rectification (Correction)
You have the right to have incorrect information about yourself corrected.

Right to Erasure
In certain cases, you have the right to have information about you deleted before the time of our normal general deletion occurs.

Right to Restriction of Processing
In certain cases, you have the right to have the processing of your personal information restricted. If you have the right to restrict processing, we may in the future only process the information – except for storage – with your consent or for the purpose of establishing, asserting, or defending legal claims, or to protect a person or important public interests.

Right to Object
In certain cases, you have the right to object to our or lawful processing of your personal information. You can also object to the processing of your information for direct marketing.

Right to Data Portability
In certain cases, you have the right to receive your personal information in a structured, commonly used, and machine-readable format and to have this personal information transferred from one data controller to another without hindrance.

You can read more about your rights in the Data Protection Agency's guidance on the data subjects' rights, which you can find at

8. Links to Other Websites, etc.

Our website may contain links to other websites or integrated websites. We are not responsible for the content of other companies' websites or their practices regarding the collection of personal information. When visiting other websites, you are encouraged to read the owner's policy on personal data protection as well as other relevant policies.

9. Changes to Information, etc.

If you wish for us to update, change, or delete personal information we have registered about you, wish to access the personal information processed about you, or if you have questions regarding the above guidelines, you can contact us at or +45 3511 4555. You can also write to us at the following address:

Sports Group Denmark A/S
Skærskovgaardsvej 5
8600 Silkeborg

10. Access to Complaints

If you wish to complain about the processing of your personal information, you can contact us via email, phone, or mail as indicated in section 9 above. You can also contact the Data Protection Agency. See contact information at