Student Athlete Privacy Statement

Your privacy is important to us. This privacy statement (this “statement”) explains our collection, use, and disclosure of personal information on behalf of and at the direction of schools, and subject to the school’s agreements with Hudl. This statement includes information about how we comply with FERPA and other student privacy laws, as applicable to Hudl. This statement applies to Hudl, Inc. and our  affiliates and subsidiaries (“Hudl”). 

A “Hudl Account” is your individual account that serves as your unique identity on Hudl and represents your direct relationship with Hudl; you have a single Hudl Account regardless of how you use our services. References to our “services” in this statement include our websites, platforms, apps and other services that student-athletes (“you”) may access or use while (a) logged in with your Hudl Account when that account is affiliated with a school team or roster (“school-affiliated Hudl Account”) and (b) you are using that school’s team space. Your Hudl Account does not change or become a separate account when you affiliate with a school team or use a school’s team space. Your Hudl Account simply becomes affiliated with that school, and this privacy statement applies to your use of our services solely in connection with that school affiliation. This statement  does not apply to your use of our services outside of the school’s team space, including where you are using our services with respect to a non-school team space (such as a club); using or visiting fan.hudl.com or any third-party branded fan sites and apps powered by Hudl;using or visiting any Hudl site or app where you can purchase tickets to any events; purchasing or viewing any livestreamed or on-demand content; using or visiting any Hudl site or app where you can make a donation or purchase a coupon book with respect to an organization’s fundraiser; or registering  for an event offered by an organization (collectively “non-school services”). 

This statement applies to our services as described in this statement. If a Hudl product or service displays or references a different privacy statement, then that privacy statement will apply, unless this statement expressly covers that service. This statement does not apply when you visit our website without logging in, to any non-school services,  or if you use your Hudl Account for your own personal purposes. It also does not apply to parents, coaches, admins, or any other role available on Hudl or our apps other than the role of a student-athlete. If you have a role not covered by this statement, or are using Hudl for services not covered by this statement, please refer to Hudl’s Privacy Policy, available at www.hudl.com/privacy (“Privacy Policy”), for information about how we handle personal information.

Please note: We are not responsible for how your school may use your personal information. Your school may have its own FERPA statement or privacy policies. Please review those statements or policies to understand your school’s collection, use, and disclosure of personal information, as well as other rights you may have under FERPA. If you have questions or concerns, contact your school official.

1. Personal Information We Collect

The personal information we collect on behalf of your school depends on how you interact with us, our services that you use, and the choices you make as well as the types of data that may be uploaded by your coach or other school official. Personal information we collect through your school-affiliated Hudl Account includes school-related “education records” and “directory information.” “Education records” are records that are directly related to you as a student and are maintained by us on behalf of the school or the school. “Directory information” is information contained in an education record that includes information such as a student's name, address, telephone listing, email address, photographs; a student’s participation in activities and sports; and weight and height of a student as a member of an athletic team, degrees, honors, awards received, and school attended. 

We collect personal information about you from different sources and in various ways when you use our services, including information you provide directly, information collected automatically, information from third-party data sources such as data uploaded or provided by your coach or school official, and data we infer or derive from other data (such as performance metrics derived from video).

2. Information Provided Directly

On behalf of your school, we collect personal information about you that you provide to use through our services and that your coach and/or school official provide to us through a school’s use of our services. For example:

• Roster information. We collect name, jersey number, primary and secondary position, or team affiliation from your coach. 
• Demographic data. We collect graduation year, gender, educational status, and similar demographic details from your coach. 
• Team content, records, and files. We collect public game video and practice video, documents, team statistics (e.g., athletic statistics; athletic and team achievements), and school and team information (e.g., school name/city/state, team name, sports and positions you play). 
• Contact records. If your school uses our services for fundraising, we collect contact records from you for making donation solicitations on your behalf. 
• Contents of communications. We collect the contents of messages and other communications sent or received through Hudl’s messaging tools within the school’s team space  Your use of Hudl’s messaging tools is more fully described in Section 14 of the Privacy Policy; this Section of the Privacy Policy applies to you.
• Biometric information. We collect height, weight, and other statistics relating to your athletic abilities from you, your coach, or admin through our services. We may also derive  biometrics, performance, and other information from videos and wearable data uploaded within the school’s team space with the help of AI, as described below in “Biometrics and performance data.”

We also collect certain personal information from you directly that is not on behalf of your school or for school-related purposes  – for information about how we handle that data, please refer to the Privacy Policy.

3. Information We Collect Automatically

When you use our services, we collect some information automatically on behalf of your school. For example:

• Identifiers and device information. When you visit our websites, our web servers automatically log your Internet Protocol (IP) address and information about your device, including device identifiers (such as MAC address); device type; and your device’s operating system, browser, and other software including type, version, language, settings, and configuration. As further described in Section 9 of this statement, our websites and online services store and retrieve cookie identifiers, mobile IDs, and other data.
• Geolocation data. If you use a Hudl wearable product, we collect positional/GPS data while you wear the device; we may also derive coarse location information from the IP address you use to access the service.
• Usage data. We automatically log your activity on our services through your Hudl Account, pages you viewed, how long you spend on a page, access times, and other details about your use of and actions on our services.
• Biometrics and performance data. If you use a Hudl wearable product, we automatically collect positional/GPS data, velocity/inertial data, and heart rate metrics. We automatically derive and infer certain information from your uploaded wearable data and from uploaded videos that may contain images of you with the help of artificial intelligence technology (“AI”). We may use these videos and usage data to train our AI model and improve our services.
• Player identification. We match athletes in a video to their player profiles in Hudl. In certain cases, AI matches athletes to player profiles based on their jersey numbers or clothing. In other cases, the AI matches athletes to player profiles based on their general appearance in the video – things like their hairstyle, shoes, or general look are grouped together to show a representative image of the player. In either instance, a human (e.g. the coach, team admin, or analyst) typically matches the group of AI images of the presumptive player to the correct player profile.
• Player movement & pose data. Through AI tracking, our services can create player statistics tied to a player profile. This includes movement information such as precise spatial coordinates, speed, and direction; pose information, such as posture, limb orientation; and specific actions, such as shots, passes, jumps, and sprints.
• Aggregated & derived data. We derive certain information about you from data generated by or provided to Hudl. Such as the total distance you ran in a game, field goal percentage, a highlight, or an explanation of what you did during a play.

4. Information We Obtain from Third-Party Sources

We also obtain the types of information described above from third parties. For example:

• Third-party partners. Third-party applications and services, including social networks you choose to connect with or interact with through our services.
• Service providers. Third parties that collect or provide data in connection with work they do on our behalf, for example companies that determine your device’s location based on its IP address.

When you are asked to provide personal information, you may decline. And you may use web browser or operating system controls to prevent certain types of automatic data collection. But if you choose not to provide or allow information that is necessary for certain services or features, those services or features may not be available or fully functional.

5. Our Use of Personal Information Collected on Behalf of Your School

We use the personal information we collect on behalf of your school including for purposes described in this statement or as otherwise disclosed to you. For example, we use personal information for the following purposes:

• Product and service delivery. To provide and deliver our services to your school, including troubleshooting, and analytics of those services.
• Business operations. To operate our business, such as billing, accounting, improving our internal operations, securing our systems, detecting fraudulent or illegal activity, and meeting our legal obligations.
• Product improvement, development, and research. To develop new services or features, improve our AI and services, and conduct research in connection with services your school uses.
• Personalization. To understand you and your preferences to enhance your experience and enjoyment using our services.
• Customer support. To provide customer support and respond to your questions.
• Communications. To send you information, including confirmations, invoices, technical notices, updates, information about our services, security alerts, and support and administrative messages.

6. Our Disclosure of Personal Information Collected on Behalf of Your School

When we disclose your personal data, it’s to provide the services you or the school have requested or authorized. We and your coaches/school official disclose personal data with your consent such as when you choose to make videos public or share your profile with recruiters. We and your coaches/school official also disclose your personal information to the categories of recipients (and for the purposes) listed below:

• To your coach and/or school officials. Information you upload through our services in connection with your school affiliation and use of the school’s team space is accessible to your coaches and school officials. We may also disclose other personal information associated with your school-affiliated Hudl Account to your coach and other school officials.
• At the direction of your school. We may disclose your personal information to third parties at the direction of your school.
• To your parents. If you are under 18, we or your coach or school officials may disclose information to your parents.
• At the direction of your parents. If you are under 18, we may disclose your personal information to third parties at the direction of your parents.
• To our affiliates, subsidiaries, branches, and associated offices. We may disclose your personal information to our affiliates, subsidiaries, branches, and associated offices and other companies under common control and ownership for purposes consistent with this statement or agreement with your school and other business and operational purposes.
• To our agents, representatives, and independent contractors. We may disclose your personal information to such third parties where related to their functions and services performed in connection with services we provide to your school.
• To our service providers. We may disclose your personal information to third parties that provide services to us or provide features as part of our products or services provided to your school, including: cloud storage services; messaging services; system hosting services; research partners; data security services; fraud prevention; payment processing services; delivery services; analytics services; AI service providers; legal services; professional services; and other services.
• To recruiters. We may share personal information that may be an education record, such as game video, or directory information, such as roster information with recruiters through Hudl’s recruiting tools (“Recruit”). Additional uses of Recruit by you for non–school services are described in our Privacy Policy.
• To licensees. We may disclose your personal information to licensees of content where you or your coach or school official have given us permission to share such content.
• In connection with legal matters. We may share your personal information when we believe that the disclosure is reasonably necessary to comply with applicable laws, regulations, legal processes, or legal requests.
• In connection with potential illegal activity, misuse, threats, or other situations. We may share your personal information when we believe that the disclosure is necessary to investigate, prevent, or take action regarding illegal activities, suspected fraud, situations involving potential threats to the physical safety of any person, violations of our Hudl User Terms of Service or Acceptable Use Policy, or as otherwise required by law.
• In connection with fundraising. If you use Hudl’s fundraising features, we may disclose your name, school affiliation, and fundraising status to the contacts you have provided to our services.
• To third parties in connection with a sale or business transaction. We may disclose your personal information in the course of the following transactions involving one or more Hudl entity: joint venture, collaboration, financing, sale of assets, merger, reorganization, change of legal form, other sale or purchase of assets during the normal course of business on a temporary or permanent basis, dissolution, or similar event. If another entity acquires us (or any subsidiary or affiliated entity) or any of our (or such subsidiaries’ or affiliate’s) assets, personal information that we have collected may be transferred to such entity and its advisors leading up to and following the transaction, including as part of due diligence and upon closing of the transaction. In addition, if any bankruptcy or reorganization proceeding is brought by or against us, personal information that we hold may be considered an asset of ours and may be sold or transferred to third parties.
• To other third parties. We may also disclose your personal information to other parties if we believe it necessary or appropriate either: (a) under applicable law; (b) to protect our operations and those of any of our affiliates; (c) to protect our rights, privacy, safety or property, and those of others; or (d) to allow us to pursue available remedies or limit damages that we may sustain.

If you attend a school subject to FERPA and similar laws, disclosures of the personal information in your education records generally require consent. For a student under 18, that consent is given by a parent or legal guardian; once you are 18 or older, you give it yourself.

Those laws also allow some disclosures without consent. Information your school treats as directory information under FERPA (such as your name, photograph, jersey number, sports position, graduation year, height and weight, team membership, and game video from public events) may be shared publicly and with recruiters where your school has designated it as directory information or where you or your parent have consented. Other public or incidental disclosures may also fall within exceptions under FERPA and similar laws. You and your parent can control these disclosures as described in the Privacy Policy.

Some of our services also include integrations, references, or links to third-party services, such as social media companies, whose privacy practices differ from ours. If you provide personal information to those third parties, or allow us to share it with them, that data is governed by their privacy statements, and we encourage you to review  and understand their privacy statements before disclosing any personal information to them.

Finally, we may disclose de-identified information in accordance with applicable law.

7. Choice and Control of Personal Information

We provide a variety of ways for you to control the personal information we hold about you, including choices about how we use that data, as described below. Depending on your age, your parent may also have rights to exercise these controls. More information about controlling your personal information can be found in the Privacy Policy.  

8. Access, Portability, Correction, and Deletion

If you wish to access, correct, or delete personal information about you that we hold, you may generally do so by logging in to your Hudl Account and accessing your profile. Your coach and school officials at your school can also access, correct, or delete personal information associated with your school affiliation in the school’s team space and the school’s account. 

If you are unable to access, copy, correct, or delete certain personal information via the means described above, you can send us a request by using contact methods described at the bottom of this statement, or by contacting your coach or a school official.  Note that certain choices and controls are subject to school policy and approvals.

If you are under 18, your parent may request deletion of your Hudl Account and associated data. To exercise this right, your parent may use the management preferences within their Hudl Account settings (where available) or contact Hudl support directly. If your parent requests account deletion or revokes consent, Hudl will process the request in accordance with the Privacy Policy.

9. Cookies, Mobile IDs, and Similar Technologies

We use cookies, web beacons, analytics IDs, and similar technologies to operate our services and to help collect data, including usage data, identifiers, and device information. The Privacy Policy more fully describes Hudl’s use of cookies and similar technologies under Sections 10, 11, and 12. These Sections of the Privacy Policy apply to you.

10. Browser or Platform Controls

Most web browsers are set to accept cookies by default. If you prefer, you can go to your browser settings to learn how to delete or reject cookies. If you choose to delete or reject cookies, this could affect certain features of our website or our services. If you choose to delete cookies, settings and preferences controlled by those cookies may be deleted and may need to be recreated. For further information about how to restrict, remove, and refuse to accept cookies, visit www.aboutcookies.org or www.allaboutcookies.org.

Except for the automated controls described above, if you send us a request to exercise your rights or these choices, to the extent permitted by applicable law and our agreements with your school, we may decline requests in certain cases. For example, we may decline requests where granting the request would be prohibited by law, could adversely affect the privacy or other rights of another person, would reveal a trade secret or other confidential information, or would interfere with a legal or business obligation that requires retention or use of the data. Further, we may decline a request where we are unable to authenticate you as the person to whom the data relates, the request is unreasonable or excessive, or where otherwise permitted by applicable law. If you receive a response from us informing you that we have declined your request, in whole or in part, you may appeal that decision by submitting your appeal using the contact method described at the bottom of this statement.

11. Security of Personal Information

We take reasonable and appropriate steps to protect personal information from unauthorized access, use, disclosure, alteration, and destruction. To help us protect personal information, we request that you use a strong password and never share your password with anyone or use the same password with other sites or accounts.

12. Changes to this Statement

We will update this statement when necessary to reflect changes in our services, how we use personal information, or applicable law. When we post changes to this statement, we will revise the "Updated" date at the bottom of this statement. If we make material changes to the statement, we will provide notice or obtain consent regarding such changes, where required by law.

13. How to Contact Us

If you have a concern, complaint, or a question under this statement, please contact your school or contact us at:

Hudl Legal Department
600 P Street Suite 400
Lincoln, NE 68508 United States
email: dpo@hudl.com
cc: legal@hudl.com