Privacy notice
Last updated: 24 October 2026
1. Who we are
This website, thefootballanalysisguy.com, is run by HL Group Ltd (“we”, “us”), trading as The Football Analysis Guy. We are a private limited company registered in England and Wales, company number 15761496.
We are the “controller” of the personal data described here. That means we decide why and how it is used.
Contact us at [email protected]. Post: c/o Clayton & Brewill, Cawley House, 149–155 Canal Street, Nottingham NG1 7HR. ICO registration number: ZC277684.
2. What this notice covers
Five things on this site involve your data:
- Signing up to The Debrief
- Joining The Club waitlist
- Sending your questions
- Submitting your work
- Buying from The Tools
We do not sell your data. We do not use it for advertising.
3. What we collect and why
| Where | What you give us | Why we use it | Our legal basis |
|---|---|---|---|
| Buy from The Tools | Your payment and billing details go to Stripe and Link (Onelink), not to us (see section 8). Stripe holds your name, email, billing address, what you bought and the order number, and that you accepted the terms, and when, and we can see these in our Stripe account | To send your download link and order email, give support, handle refunds and keep tax records | Contract (delivering what you bought), and legal obligation (tax and accounting records) |
| Download your purchase | An order record: your order’s payment reference, your download link and how many times it has been used, your upgrade code if you bought Lite, the time you ticked the terms box, and the date, time and IP address of each download. It holds no name or email address | To deliver your download, and to show a kit was delivered when answering a refund request or a payment dispute | Contract (delivering what you bought), and legitimate interests (handling refund claims and disputes fairly) |
| Sign up to The Debrief | First name and email (your last name is optional), and a record of when and where you signed up | To email you The Debrief each week and a welcome email when you join | Your consent. You give it when you press “Sign up” |
| Join The Club waitlist | First name, last name, email. Optionally, files and a portfolio link | To send Club news, a founding-member invitation, and the opening and price announcement. To look at your files or link, if you share them, to see whether The Club suits you | Your consent, given by ticking the box |
| Send your questions | Topic, your question, first name, email | To read your question, plan future lessons, and answer some questions publicly without identifying you | Legitimate interests. Your consent if you tick “use my first name” |
| Submit your work | First name, last name, email, task, team and focus, your files, an optional note | To read your work and give feedback to a selection of submissions | Legitimate interests (see section 5) |
| “Send me The Debrief” / “Send me news about The Club” boxes | Your name and email, and a record of when you ticked | To send what you ticked, nothing else | Your consent |
| Contact us | Whatever you tell us, and your email address | To reply, and to sort out any problem with an order | Legitimate interests |
| Reviews and shared reports | If you buy a Tool, we may email you once to ask for a short review and a before-and-after of your own match report. If you say yes: your words, your report and the name you choose (or none) | To show what the Tools do, on The Tools page and in our Instagram posts | Asking: legitimate interests (one email, never repeated). Using it: your consent, which you can withdraw at any time by replying to us |
| Visit the site | Technical data such as IP address and browser type, handled by our host, Cloudflare | To deliver the site and keep it secure | Legitimate interests |
Tactical Breakdowns emails: if you sign up on a breakdown page, we keep your first name and email in Resend and send you an email with the link each time a new Tactical Breakdown is published. Every email has a link to stop breakdown emails; that doesn’t affect The Debrief.
If you don’t give us your details. You need to give an email address to buy. Without it we can’t send your order email or deliver your download.
No automated decisions. We don’t make decisions about you by automated means, and we don’t profile you.
Where else your data comes from. When you buy, Stripe passes us your order details, as described above.
4. Our legitimate interests
Where we rely on legitimate interests, it is to reply to people who write to us, to deliver what was bought and deal fairly with refund requests and payment disputes, and to keep the site running and secure. We use your data only in ways you would expect, and the risk to you is low. You can object at any time (see section 11).
5. Questions and submissions: our reasoning on legal basis
We recommend legitimate interests for questions and submissions, because:
- You sent them to us for us to read.
- We use them in ways you would expect.
- The risk to you is low.
- It lets us say “no” to deletion requests only where the law allows, and lets you object.
Anything beyond that is by consent only. This covers showing your first name, and keeping or showing your work.
You can object to legitimate-interests use at any time (see section 11).
6. Public answers to questions
We may answer some questions on social media or in The Debrief.
- We keep the question anonymous. We do not use your name, email or any detail that identifies you.
- We use your first name only if you ticked “use my first name if answered publicly”.
- You can ask us to take it down or stop using your first name. Email us.
Social & Content team members, if involved, see only de-identified themes from questions, never your name or email.
7. Uploaded files and submitted work
- Files can be PDF, PowerPoint (.pptx), PNG or JPG, up to 15 MB in total. For bigger files, add a link instead.
- Waitlist files and links are optional. Your work is private. We use it only to assess whether The Club suits you, and we do not share it.
- Submitted work is read by us only. We use it to give feedback. We do not use it in paid products, marketing or The Club. We don’t publish your work without asking you first, in writing, and only if any third-party data provider’s terms allow it.
- Please do not upload special category data or sensitive information. This includes health details, anything about children, or any data from FIFA, a club or an employer that you are not allowed to share.
- Please do not send raw third-party data files. If you use data from a provider such as StatsBomb, you must follow that provider’s terms. You confirm on the form that you have. We do not check this. If a submission contains raw data files, we delete them and tell you we can only give feedback on the analysis.
- Do not send material you do not have the right to share.
- If your work contains material from FIFA competitions, we won’t use it and may delete it.
8. Who we share data with
We use these services to run the site. They handle data on our behalf, or in the case of the checkout, for their own purposes as well.
- Stripe and Link (checkout). Stripe runs the checkout page. Link (Onelink), Stripe’s checkout service, takes your payment, works out and pays any VAT, sends your receipt and handles refund requests made to it. They use your data for their own purposes too, such as preventing fraud, handling disputes and meeting tax and anti-money-laundering law, under their own privacy notices: stripe.com/privacy and link.com/privacy.
- Resend sends your order email and The Debrief, from separate addresses. For orders it receives your email and order details for sending only, and keeps a log of sent emails for 30 days. For The Debrief it holds your name, email and sign-up record on our mailing list. It also sends form notifications and receipts, and holds the contacts who ask for The Debrief or Club news. We don’t track whether you open our emails or click their links.
- Cloudflare hosts the site and processes technical data such as IP addresses. It also stores the kit files and your order record, and runs the small program that checks your payment with Stripe, sends your order email and serves your download. That program reads your email address from Stripe when it sends the email and doesn’t keep it.
- Google (Gmail, through Google Workspace) holds the emails you send us. Gmail at info@ receives your questions, submissions and waitlist details and files, and that’s where we keep them.
- Professional advisers, regulators and the authorities, where the law requires or to protect our legal rights.
We do not give your data to anyone for their marketing.
9. Sending data outside the UK
Some of our providers (Google, Cloudflare, Stripe including Link, and Resend) process data in the United States. Where they do, your data is protected by the EU standard contractual clauses with the UK Addendum, which are part of our contracts with them.
10. How long we keep your data
| Data | How long |
|---|---|
| Order record, including download times and IP addresses | 90 days from the purchase, then deleted automatically |
| Purchase records (held in Stripe) | 6 years from the end of the accounting period the purchase falls in, for tax and accounting records |
| Emails you send us | 2 years from the last message |
| The Debrief | Until you unsubscribe. After that we keep only your email address, marked as unsubscribed, so we never email you again by mistake. We delete it too if you ask. Your name is removed within 30 days of unsubscribing. |
| Club waitlist details | Until The Club is announced. After that, kept only for successful applicants who choose to stay. |
| Club waitlist files and links | Deleted once The Club is announced, unless you’re successful and choose to keep them there |
| Questions | 90 days, then deleted. Themes we’ve noted, with nothing that identifies you, may be kept. |
| Submissions and files | 12 months from the date you submit |
| Club news (if ticked) | Until you unsubscribe, then handled as The Debrief |
| Reviews and shared reports | While we use them, then deleted. Removed within 14 days if you withdraw your permission. Your permission email is kept for a year after we stop using it, as a record. |
| Server logs | We don’t keep or export server logs. Cloudflare keeps technical data such as IP addresses for the period set in its own privacy notice |
After these periods, we delete your data or make it anonymous.
On a busy day we may hold a question, a submission or a waitlist entry, including any file you upload, on our website host (Cloudflare) for up to 8 days until it can be delivered to our inbox. It is deleted from there as soon as it is delivered, and kept only for that purpose.
11. Your rights
Under UK data protection law you can ask us to:
- tell you what we hold, and give you a copy
- correct anything wrong
- delete your data
- restrict how we use it
- hand it over in a portable format
- stop using it where we rely on legitimate interests
You have the right to object to our use of your data wherever we rely on legitimate interests. If you object, we stop unless we have a strong reason to carry on that outweighs your interests, such as dealing with a payment dispute.
The easiest way to stop The Debrief is the unsubscribe link in every email, or reply to [email protected].
To use any right, email [email protected]. We aim to reply within one month. We may ask you to confirm who you are.
12. Complaints
You can complain to us first, by emailing [email protected]. We will acknowledge a data protection complaint within 30 days, look into it without undue delay, and tell you the outcome. You can also complain to the Information Commissioner’s Office (ICO): ico.org.uk, 0303 123 1113. It is free to do.
13. Cookies
This site uses no tracking or advertising cookies, and we don’t run analytics. Stripe’s checkout sets its own cookies under Stripe’s notice.
14. Children
The site is for people aged 16 and over. Please don’t send questions, work or waitlist details if you’re under 16.
You must be 18 or over to buy from The Tools, or have a parent or guardian’s permission.
15. Changes
We may change this notice, for example when we add a new part of the site. The date at the top shows the latest version.