Privacy Policy

Athlete Licensing Company, LLC (“we” or “ALC”) values our clients and users and respects their privacy. This Privacy Policy (“Policy”) describes how we collect, use, and share your Personal Data (as defined below) when you use the products and services offered by us directly or through our website (“Site”), application (the “ALC App”), or through other ALC online services, including ALC’s data processing services (collectively, the “ALC Service Network”). Use of the ALC Service Networks confirms your consent to this Policy and the collection and processing of Personal Data in accordance with these terms.

This Policy should be read subject to the ALC Terms of Service, which together govern your use of the ALC Service Network and any Personal Data you provide on or through such use.


1.1. ALC is the controller responsible for your Personal Data. As such, ALC uses appropriate physical, technical, and organizational safeguards to preserve the integrity and security of your User Information and protect against unauthorized or unlawful use or accidental loss, corruption, or damage. Given the inherent risk of internet transmission, we cannot ensure or warrant the security of User Information you transmit to ALC, and you do so at your own risk. You are responsible for maintaining the secrecy of your unique password and account information. Once we receive your User Information, ALC makes commercially reasonable efforts to ensure the security of our systems, but this is not a guarantee that such information may not be accessed, disclosed, altered, or destroyed by breach of any of our physical, technical or organizational safeguards.

1.2.   We have appointed a designated contact who is responsible for overseeing questions in relation to this Policy.  If you have any questions about this Policy, including any request to exercise your rights, please contact us using the details below.

Athlete Licensing Company, LLC

105 Continental Place, STE 320

Nashville, TN 37027

1.3.   You have the right to make a complaint at any time to the applicable national data protection regulator. We would, however, appreciate the chance to deal with your concerns before you approach the regulator, so please contact us in the first instance.

1.4.   You may, of course, decline to submit Personal Data through the ALC Service Network, in which case ALC may not be able to provide certain services to you. You may update or correct your Personal Data and email preferences at any time by visiting your account’s profile page.

1.5.   Please feel free to contact us with any questions or comments about this Policy, your Personal Data, your consent, or your opt-in or opt-out choices.


2.1.   In order to perform our obligations to our clients and payees (“Users”), we must collect a fair amount of data, which we use in accordance with the Terms of Service and this Policy. We collect different types of information about different types of Users, but generally, we collect from all Users the information they give us when they register with the Site or use the ALC Service Network, including name, address, phone number, date of birth, email address, credit card or bank information, and demographic information (“Personal Data”) requested as part of using the ALC Service Network. In addition to providing us with Personal Data directly, and only if you authorize us to do so, we may access the Personal Data that you have provided to third-party Internet sites and services (for example, Opendorse, INFLCR, or social media sites) through the use of an application programming interface (“API”).

2.2.  In addition to the data provided, we automatically collect certain technical data when you use the ALC Service Network (“Usage Data”), which may include information that your web browser automatically sends to our servers whenever you visit, such as your web request, Internet Protocol address, browser type, browser language, referring/exit pages and URLs, platform type, number of clicks, domain names, landing pages, pages viewed and the order of those pages, the amount of time spent on particular pages, the date and time of your request, and one or more cookies that may uniquely identify your browser. In addition, we may use third-party analytics software (for example, Google Analytics) to collect further Usage Data regarding the online usage patterns of our Users. This information can, under certain circumstances, identify a particular user. However, we do not use this information for anything beyond user experience improvements.  


3.1.   Except as otherwise noted in this Policy, Personal Data may be collected for internal purposes only. A User’s Personal Information may be utilized to provide the ALC Service Network, or for legitimate business interests to the extent, those interests shall not outweigh any User’s privacy rights. For example, Personal Information may be used in contexts such as,

3.1.1. Conducting routine business operations in furtherance of legitimate business interests such as billing, identification, authentication, contact purposes, and general research.  As part of routine business operations, Personal Information may be transferred to certain third parties with whom we contract for the limited purpose of providing services such as web hosting, email, and credit card processing. These service providers are contractually required to protect within the highest acceptable business industry standards and to abide by all Privacy Policies in protecting that information, including but not limited to those terms as outlined here. Third parties with whom we do business are not permitted to use Personal Data for their own commercial purposes.

3.1.2.  Disclosing certain Personal Data, as required by User’s institutional policies.

3.1.3.  Generating reports based on aggregated and anonymized generic product, location, and other contributed information, which we may use internally, or which we may sell to others.

3.1.4. Where it is in our legitimate interests (or those of a third party) to do so, and your interests and fundamental rights do not override those interests.

3.1.5.  Disclosure is needed in order to comply with a legal or regulatory obligation.

3.2.  We may use your Personal Data and Usage Data (together, “User Information”) to operate, maintain, improve and provide to you the features and functionality of the ALC Service Network and for related business purposes.  We may combine Usage Data with Personal Data in a manner that enables us to trace Usage Data to an individual user.

3.3.  We may use your email address or other Personal Data to send you marketing messages about the ALC Service Network or new ALC products or services which are similar to those that you are already using or have inquired about or requested and any ALC updates or as part of a specific program or feature. You will have the ability to opt out of such use. We may, however, use your email address without further consent for non-marketing or administrative purposes (such as notifying you of important service changes or for customer service purposes).

3.4. We use your User Information to (a) improve the quality and design of the ALC Service Network and to create new features, promotions, functionality, and services by storing, tracking, and analyzing user preferences and trends; (b) remember information so that you will not have to re-enter it during your visit or the next time you visit the ALC Service Network; (c) provide custom, personalized content, and information, (d) monitor aggregated metrics such as the total number of visitors, pages viewed, etc.; and (e) track your uses of the Services.


4.1.   We may provide your User Information to third-party service providers that are integrated with and provide a portion of the functionality of the ALC Service Network (our “Partners”).  For example: (i) we may host portions of the ALC Service Network with our Partners; (ii) we may refer you to third-party payment processors to process the payment on our behalf; or (iii) we may connect you with a Partner to discuss a potential opportunity. Any such User Information is provided directly to the Partner and is subject to that Partner’s policies, if any, governing privacy and security. We are not responsible for the content or privacy and security practices and policies of our Partners.

4.1.1 See ALC Service Network Partner Dwolla’s Privacy Policy for more information on how they use your information: 

4.2. We may share aggregated and anonymized data as well as Usage Data (such as anonymous deal information, user usage data, referring/exit pages and URLs, platform types, number of clicks, etc.) with certain third parties to assist such third parties in understanding the usage patterns for certain content, services, and/or functionality on the ALC Service Network.

4.3. We may disclose any User Information: (i) if required to do so by law or in the good-faith belief that such action is in compliance with applicable law or in response to a court order, subpoena, legal process or search warrant, (ii) if we believe, in good faith, such action is appropriate or necessary to enforce our Terms of Service, exercise our legal rights, take precautions against liability, to investigate and defend ourselves against any claims or allegations, to assist government enforcement agencies, to protect the security or integrity of ALC or the ALC Service Network, and to protect the rights, property, or personal safety of ALC, our users or others, (iii) to any current or future acquirer, parent company, an affiliated entity, joint venture, or other entity controlled by, controlling, or under common control with us (in which case we will require such entities to honor this Policy); or (iv) or as described herein.

4.4. We may disclose User Information to any of our affiliates, board members, or professional advisers for any one or more of the purposes outlined above.


5.1.   We use cookies to distinguish you from other users of ALC or the ALC Service Network.

5.2.  A cookie is a small file of letters and numbers that we store on your browser or the hard drive of your computer, if you agree. Cookies contain information that is transferred to your computer’s hard drive.

5.3.  You can set your browser to refuse all or some browser cookies or to alert you when websites set or access cookies. If you disable or refuse cookies, please note that some parts of the Service may become inaccessible or not function properly.


6.1.   We will only retain your Personal Data for as long as necessary to fulfill the purposes we collected it for, including for the purposes of satisfying any legal, accounting, or reporting requirements.

6.2.  To determine the appropriate retention period for Personal Data, we consider the amount, nature, and sensitivity of the Personal Data, the potential risk of harm from unauthorized use or disclosure of your Personal Data, the purposes for which we process your Personal Data and whether we can achieve those purposes through other means, and the applicable legal requirements.

6.3.  In some circumstances, we may anonymize your Personal Data (so that it can no longer be associated with you) for research or statistical purposes, in which case we may use this information indefinitely without further notice to you.


7.1.   In the event that we are acquired by or merged with a third-party entity, we reserve the right, in any of these circumstances, to transfer or assign the information we have collected from our Users as part of such merger, acquisition, sale, assignment, assumption or other change of control. In the unlikely event of our bankruptcy, insolvency, reorganization, receivership, or assignment for the benefit of creditors, or the application of laws or equitable principles affecting creditors’ rights generally, we may not be able to control how your User Information is treated, transferred or used, and you consent to the transfer of your User Information to any third-party successors or assigns.


8.1.   Children’s Privacy

8.1.1. ALC does not knowingly collect or maintain Personal Data on or through the ALC Service Network from persons under 13 years of age, and no part of the ALC Service Network is directed to persons under 13. If you are under 13 years of age, then please do not use or access the ALC Service Network at any time or in any manner. If we learn that the Personal Data of persons under 13 years of age has been collected on the ALC Service Network, we will take the appropriate steps to delete this information from our systems. If you are a parent or guardian and discover that your child under 13 years of age has provided Personal Data to us, then you may alert us at and request that we delete your child’s Personal Data from our systems.

8.2. California Residents and Users

8.2.1.  California resident-Users may exercise their (a) Shine the Light Rights; (b) Requests to Access/Know; and (c) Request to Delete rights by contacting us at

8.2.2. We will need to verify that you are the User you have identified yourself as before we delete or share personal information with you.

8.3. International Residents

8.3.1.  The ALC Service Network is hosted in the United States and is intended for and directed to Users in the United States. If you are accessing the ALC Service Network from the European Union, Asia, or any other region with laws or regulations governing personal data collection, please be advised that information about you that we collect or that you submit may be transferred to, processed in, and held in countries other than the one in which you reside including countries such as the United States, which the European Union has deemed do not provide “adequate” protection for personal information.

8.3.2. If you are a resident of the EU, you have rights under data protection laws in relation to your Personal Data.  You have the right to (a) access, (b) correct, (c) erase, (d) restrict, (e) port data, and (f) object.          If you wish to exercise any of the rights set out above, please contact us at You will not have to pay a fee to access your Personal Data (or to exercise any of the other rights). However, we may charge a reasonable fee if your request is clearly unfounded, repetitive, or excessive. Alternatively, we may refuse to comply with your request in these circumstances.         We may need to request specific information from you to help us confirm your identity and ensure your right to access your Personal Data (or to exercise any of your other rights). This is a security measure to ensure that Personal Data is not disclosed to anyone with no right to receive it. We may also contact you to ask you for further information in relation to your request to speed up our response. We try to respond to all legitimate requests within one (1) month. Occasionally it may take us longer than a month if your request is particularly complex or you have made a number of requests. In this case, we will notify you and keep you updated.


9.1.   This Policy may be revised periodically, and this will be reflected in the “date last modified” set forth below. If you log in to the ALC Service Network after an update to this Policy, we will advise you of the update. Should you continue to use of the ALC Service Network following such update, any such use shall be governed by the revised Policy.

9.2.  This Policy was last modified on February 20, 2023.