“A key component of the London 2012 digital legacy has been secured”, the London Organising Committee of the Olympic and Paralympic Games has said, after awarding the right to use its customer database to three non-profit development agencies.
Two sports promotion bodies Sport England and Sport UK will be able to use LOCOG’s contact database, which currently holds 5.3 million contacts, to promote sporting events and activities. It will also be available to London and Partners, “the official promotional organisation for London”.
Anyone on the database will be given the option to opt out. If they chose to stay on the list, they will receive newsletters “about sport, volunteering and culture … across the UK”, LOCOG said.
LOCOG said it worked with the Information Commissioner’s Office “full compliance in data protection regulations covering the transfer”. A spokesperson for the ICO said that it had advised LOCOG that it needed to receive “informed consent” for the data to be reused.
“I am delighted that we’ll be able to continue to keep these amazing people informed and involved in the legacy of the games,” said LOCOG chair Lord Sebastian Coe in a statement. “The group of organisations taking this fan base forward are at the epi-centre of sport, culture and volunteering so I am confident they will continue to keep the public in the loop and deliver great opportunities for everyone to enjoy over the next 10 years.”
Sport England will be responsible for managing the database. “Our commitment to operating the database on a not-for-profit basis and staying true to LOCOGs approach means that they can be sure their data wont be sold on,” said chief executive Jennie Price.