Last updated: September 2026
This privacy policy (“Policy”) applies to all data processing activities conducted by AMR GP Limited, a company registered in England and Wales with registered address Dadford Road, Silverstone, NN12 8TJ, England and registered company number 11496673 (“we”, “us”, “our” or the “Company”).
If, having read this Policy, you have any queries relating to personal data, please contact our Data Protection Team by email at: gdpr@astonmartinf1.com
If you have any queries of a general legal nature about this Policy, please contact our Legal Team by email at: legal@astonmartinf1.com
When we collect and use information about you, we will likely do so as the “data controller”. This means that we are responsible for deciding the purposes and means for which the personal data that we hold about you is being processed. We will comply with all applicable data protection laws, including without limitation the UK General Data Protection Regulation (“UK GDPR”), the Data Protection Act 2018, the Privacy and Electronic Communications Regulations 2003 (“PECR”) and, where applicable, the EU General Data Protection Regulation (“EU GDPR”).
You have the right to object to the processing of your personal data, including where your personal data is being processed for direct marketing purposes. Further information on this right, and your other rights, is set out below.
PART 1: PRIVACY POLICY
1. Scope of this Policy
This Policy applies to all personal data processing activities conducted by us regardless of how or where personal data is collected, including through:
· Our website, our other sites, social channels and platforms
· Direct interactions (in-person, phone, email, post)
· Customer relations and transactions (including merchandise purchases, tickets sales and hospitality bookings)
· Fan engagement activities (including competitions, fan databases, prize draws and surveys)
· Marketing and communication (including newsletters, promotional materials and event invitations)
· Sponsorship and partnership arrangements
· Supplier and vendor relationships
· Recruitment and employment matters
· Event attendance and track day experience
· Media and public relations activities
· Business correspondence and enquiries
2. Information we collect about you
Personal data means any information that relates to an identified or identifiable individual. It does not include data where the identity has been removed (anonymous data). We may collect, use, store and transfer different kinds of personal data about you which we have grouped together as follows:
· Identity Data: first name, maiden name, last name, username or similar identifier, marital status, title, date of birth, gender, and other identifying information
· Contact Data: billing address, delivery address, email address, telephone numbers, and other contact information
· Financial Data: bank account details and payment card information
· Transaction Data: details about payments to and from you, purchase history, contracts, service usage records, and other details related to products and services you have purchased or received from us
· Technical Data: internet protocol (IP) address, login data, browser type and version, time zone setting and location, browser plug-in types and versions, operating system and platform, device identifiers, and other technology on the devices you use to access our services
· Profile Data: username and password, purchases or orders made by you, your interests, preferences, feedback, survey responses, communication history, and other profile information
· Usage Data: information about how you use our services, products, website, facilities, and communications, including frequency, duration, and patterns of interaction
· Marketing and Communications Data: your preferences for receiving marketing from us and our partners, communication channel preferences (email, post, phone, SMS), unsubscribe preferences, and engagement history
· Employment Data: (for employees, contractors, and job applicants) resume/CV, employment history, qualifications, references, performance reviews, salary information, benefits data, emergency contacts, and employment-related communications
· Event Data: attendance records, access credentials, dietary requirements, accessibility needs
· Visual Data: photographs and video footage from events, facilities and promotional activities
· Business Relationship Data: (for vendors, partners, and third-party service providers) company information, contact details, business performance data, contract terms, and relationship history
· Aggregated Data: statistical or demographic data compiled from personal data that does not directly or indirectly reveal your identity. This data is not subject to data protection law as this data does not directly or indirectly reveal your identity. For example, we may aggregate your Usage Data to calculate the percentage of users accessing a specific website feature. However, if we combine or connect Aggregated Data with your personal data so that it can directly or indirectly identify you, we treat the combined data as personal data which will be used in accordance with this Policy.
We may collect and process limited Special Category Personal Data where this is necessary and permitted by applicable law. This may include health-related information, such as dietary requirements or accessibility needs supplied in connection with an event; information relevant to workplace adjustments, absence management, benefits, health and safety, or employment matters; and, where relevant, biometric information used for access control or security.
We may also process information relating to criminal convictions and offences where permitted or required by applicable law, including for recruitment, safeguarding, security, fraud prevention, legal claims, or compliance purposes.
Where we process Special Category Personal Data or criminal-offence data, we will do so only where we have an appropriate legal basis and an additional condition under applicable data-protection law, for example, your explicit consent, compliance with employment, social-security or social-protection obligations, protection of vital interests, establishment, exercise or defence of legal claims, or substantial public interest.
3. How your personal data is collected
We collect personal data about you through a variety of means:
· Direct interactions – you may give us your personal data by:
purchasing our products or services
creating an account or profile
subscribing to our services or publications
requesting marketing materials or information
entering competitions, promotions, or surveys
providing feedback or testimonials
corresponding with us by post, phone, email, or other means
attending events or registrations
completing forms or applications
participating in consultations or meetings
· Automated technologies and interactions – as you interact with our services, we may automatically collect technical data about your equipment, browsing actions and patterns through:
cookies and similar tracking technologies
server logs and analytics
device identifiers
pixel tags and web beacons
automated monitoring systems
· Third parties and publicly available sources – we may receive personal data about you from:
analytics and advertising providers (such as Google and social media platforms)
payment and delivery service providers
data brokers and aggregators
business directories and public records
credit reference agencies
professional networks (such as LinkedIn)
other Group companies
partners and business associates
law enforcement and regulatory authorities (where required by law)
· Mandatory information – certain information is mandatory for us to collect in order to:
enter into a contract with you
fulfil legal or regulatory obligations
provide services you have requested
If you do not provide Mandatory information, we may be unable to administer our agreement with you or comply with our legal obligations. We will notify you if this is the case.
4. Our legal basis for processing your data
We will only process your personal data where we have a lawful basis to do so, such as:
· Performance of contract – where we need to perform a contract we have entered into with you
· Legitimate interests – where it is necessary for our legitimate interests (or those of a third party) and your interests and fundamental rights do not override those interests, such as:
improving customer service and fan experience
enhancing and developing our products and services
promoting and developing our team, products, services and events, where permitted by law
operating and securing our business and facilities
providing personalised experiences and communications
managing business relationships effectively
· Legal obligation – where we need to comply with legal or regulatory obligations
· Consent – where you have given your consent to the processing of your personal data for one or more specific purposes
Marketing and electronic communications
Where required by law, we will obtain your consent before sending direct-marketing communications by email, SMS, push notification or similar electronic means, and before using non-essential cookies or similar technologies. In other circumstances, we may send marketing communications where permitted by applicable law and where we have a legitimate interest in doing do. You may opt out of direct marketing at any time by using the unsubscribe link in our communications or by contacting us.
We will not share your personal data with sponsors, commercial partners or other third parties for their own direct-marketing purposes unless you have consented or another lawful basis applies and we have provided the information required by law.
5. Purposes for processing your data
We process your personal data for the following purposes:
· Service delivery and contract performance:
to provide products, services, tickets, merchandise, hospitality packages and experiences you have purchased or requested to process payments, refunds and other financial transactions
to deliver tickets, merchandise, hospitality packages and other requested services
to manage event attendance, access, registrations and associated arrangements
to administer customer accounts, profiles, enquiries and customer support
to communicate with you about your purchases, bookings, account, contract or requested services
· Fan engagement and relationship management:
to operate and maintain our fan database
to better understand our fans’ interests and preferences
to tailor updates, goods, services, and opportunities for you
to administer competitions, prize draws, promotions, surveys and feedback activities
to manage fan, customer and community relationships
· Marketing and communications:
to provide information about our goods, services, events, team and commercial activities
to send newsletters, updates, promotional materials and event invitations where permitted by applicable law
to deliver personalised content, recommendation and marketing that may be of interest to you
to record and respect your communication preferences, marketing consents and opt-out requests
to measure the effectiveness of our marketing communications and campaigns
to share personal data with sponsors, commercial partners or other third parties for their own direct-marketing purposes only where you have consented or another lawful basis applies and we have provided the information required by law
· Business operations:
to manage our business, financial administration, accounting, audit, insurance and corporate governance
to manage and administer our relationships with suppliers, partners, sponsors, professional advisers and other business contacts
to administer and enforce contracts, terms, policies and procedures
to protect our business, facilities, systems, personnel, customers and visitors
to manage restructurings, mergers, acquisitions, financing transactions or sales of all or part of our business
to establish, exercise or defend legal claims
· Website and platform management:
to administer our websites, platforms and other digital services and for internal operations
to improve our services and ensure content is presented effectively
to troubleshoot, perform data analysis, testing and research
to keep our platforms, systems and facilities safe and secure
to analyse website and service use, including through cookies and similar technologies, where permitted by applicable law and, where required, with your consent
· Legal and compliance:
to comply with legal, regulatory, tax, accounting, reporting and record-keeping obligations
to enforce our terms and conditions and protect our legal rights
to protect our property, systems, personnel, customers and others
to prevent, detect and investigate fraud, security incidents, misconduct and other unlawful activity
to respond to requests from regulators, law-enforcement bodies, courts and other public authorities where required or permitted by law
· Recruitment, employment and workforce management
to consider job applications and manage recruitment processes
to administer employment, contractor and other workforce relationships
to manage payroll, benefits, performance, training, workplace adjustments, health and safety, absence and emergency contacts
to meet employment-law, safeguarding, security and related legal obligations
· Profiling and personalisation:
to improve our service delivery and personalise your experience
to provide appropriate customer support
to draw your attention to products, services or events that may interest you
to detect and prevent fraud and protect our services and users
6. Who we share your data with
We may share your personal data with the following parties:
· Group companies:
subsidiaries, parent companies, and affiliated entities for business operations and reporting purposes
prospective buyers or sellers in the event of a business sale, merger or acquisition
· Service providers: third parties whom provide services on our behalf, including:
IT and system administration providers
payment processing and financial services providers
marketing, advertising, and communications agencies
event management and hospitality providers
logistics and delivery partners
research and analytics provider
security and facility management providers
· Business partners: including:
team sponsors and commercial partners (with your consent or as permitted by law)
venue operators and event organisers
co-branded product or service providers
· Regulatory and legal authorities:
professional advisors, including lawyers, accountants, auditors and insurers
government bodies, law enforcement and regulators where required by law
Some recipients process personal data on our behalf as our processors. We require those processors to process personal data only in accordance with our documented instructions and to implement appropriate security measures.
Other recipients, including certain Group companies, sponsors, commercial partners, venue operators, co-branded providers, professional advisers, insurers, regulators, law-enforcement bodies, and parties involved in a corporate transaction, may process personal data as independent controllers. Where this applies, those recipients will be responsible for their own compliance with applicable data-protection law and their own privacy notices.
We may share personal data where necessary to provide a product, service or event; to perform a contract; with your consent; to comply with a legal obligation; to protect our rights, property or safety or those of others; or for our legitimate interests, provided that those interests are not overridden by your rights and freedoms.
7. International data transfers
The data we collect from you may be transferred to, stored at, or accessed from countries outside the United Kingdom and/or European Economic Area, including by our Group companies, service providers and business partners.
Where we transfer personal data outside the United Kingdom or, where applicable, the EEA, we will ensure that an appropriate safeguard is in place. These safeguards may include:
· an adequacy regulation or adequacy decision recognised by the UK Government or European Commission, as applicable;
· the UK International Data Transfer Agreement or the UK Addendum to the EU Standard Contractual Clauses;
· the European Commission’s Standard Contractual Clauses, where applicable; or
· another transfer mechanism permitted under applicable data-protection law.
Where required, we will carry out an assessment of the circumstances of the transfer and implement supplementary measures to protect your personal data. You may contact us using the details above for further information about the safeguards used for a particular transfer.
8. Data security
We will take all reasonable technical and organisational precautions to prevent the loss, misuse or alteration of your personal data.
Please be aware that, while we place a high priority on the security of all information that we hold and process and we endeavour to provide robust, commercially reasonable security at all times, no security system can prevent every possible kind of security breach.
9. Data retention
We will retain your personal data only for as long as necessary for the purposes for which it was collected, including to satisfy legal, accounting, tax, reporting, regulatory, insurance, contractual and record-keeping requirements, and to establish, exercise or defend legal claims.
The retention period will depend on the nature of the data and our relationship with you. For example, we may retain transaction and financial records for the period required by applicable tax and accounting law; retain marketing preferences and suppression records for as long as necessary to respect your marketing choices; retain recruitment records for the period permitted or required by applicable law; and retain security or event-footage records for a limited period unless required for an investigation, claim, or legal obligation. Further information about applicable retention periods is available on request.
10. Your rights
Subject to applicable law and certain exemptions, you may have the following rights in relation to your personal data:
· Right of access: to request confirmation of whether we process your personal data and obtain a copy of it
· Right to rectification: to ask us to correct incomplete, inaccurate or out-of-date personal data. Right to erasure: to ask us to delete your personal data in certain circumstances
· Right to object: to object to processing based on legitimate interests and, at any time, to the use of your personal data for direct marketing.
· Right to restriction: to ask us to restrict processing in certain circumstances.
· Right to data portability: to receive certain personal data in a structured, commonly used and machine-readable format, or ask us to transfer it to another controller, where processing is automated and based on consent or performance of a contract.
· Right in relation to automated decision-making: to obtain information about, and in certain circumstances object to or seek human review of, a decision based solely on automated processing that produces legal or similarly significant effects.
· Right to withdraw consent: where we rely on consent, to withdraw that consent at any time. Withdrawal will not affect the lawfulness of processing before withdrawal, and we may continue to process your data where another lawful basis applies.
If you wish to make a request or exercise your rights, please contact us at: GDPR@astonmartinf1.com.
We will respond without undue delay and normally within one month. Where permitted by law, we may extend this period by up to a further two months, taking into account the complexity and number of requests; if so, we will notify you within one month of your request. Please be aware that we may need to request specific information from you to help us confirm your identity and ensure your right to access the information (or to exercise any of your other rights). This is another appropriate security measure to ensure that personal data is not disclosed to any person who has no right to receive it.
You also have the right to complain to the Information Commissioner’s Office. Information on how to do so is available at www.ico.org.uk. We would, however, appreciate the opportunity to address your concerns first.
11. Third-party links
Our website, social media platforms and communications may include links to third-party websites, plug-ins and applications. Clicking on those links or enabling those connections may allow third parties to collect or share data about you. We do not control these third-party websites and are not responsible for their privacy statements. When you follow such links, we encourage you to read the privacy notice of every website you visit.
12. Children
Our websites, social-media channels, products, services, competitions and communications are not directed at children under 13 unless we state otherwise in a specific notice or at the point of collection.
Where we knowingly collect personal data relating to a child, we will do so only as permitted by applicable law and, where required, with the consent or involvement of a parent or legal guardian. This may include information provided in connection with ticketing, hospitality, events, competitions, safeguarding, or accessibility requirements.
If you believe we have collected personal data from a child inappropriately, please contact us at: GDPR@astonmartinf1.com. We will investigate and take appropriate action, including deleting the data where required.
13. Your duty to inform us of changes
It is important that the personal data we hold about you is accurate and current. Please keep us informed if your personal data changes during your relationship with us.
14. Changes to this Policy
We reserve the right to update this Policy at any time, and we will provide you with a new Policy when we make any substantial updates. We may also notify you in other ways from time to time about the processing of your personal data.
If you are unsure about how or if this Policy applies to you, please contact us at: GDPR@astonmartinf1.com.
PART 2: WEBSITE COOKIE NOTICE
1. Our cookies
Except for strictly necessary cookies, we will place cookies and use similar technologies only where we have obtained your consent where required by applicable law. When you first visit our website, you can use our cookie banner or preference centre to accept, reject, or manage non-essential cookies.
Please note that blocking strictly necessary cookies may affect the availability or functionality of our website.
Our website uses cookies to distinguish you from other users of our website. This helps us to provide you with a good experience when you browse our website and also allows us to improve our site.
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.
We use the following cookies:
· Strictly necessary cookies: these are cookies that are required for the operation of our website. They include, for example, cookies that enable you to log into secure areas of our website, use a shopping cart or make use of e-billing services.
· Analytical or performance cookies: these allow us to recognise and count the number of visitors and to see how visitors move around our website when they are using it. We use these cookies only with your consent where required by law.
· Functionality cookies: these are used to recognise you when you return to our website. We use these cookies only with your consent where required by law, unless they are strictly necessary to provide a service you request.
· Targeting cookies: these cookies record your visit to our website, the pages you have visited and the links you have followed. We will use this information to make our website and the advertising displayed on it more relevant to your interests. We use these cookies only with your consent where required by law.
You can find more information about the individual cookies and similar technologies we use, including their name, provider, purpose, category and duration, below. This information will be updated when the technologies used on our website change:
Cookie
Google Analytics
Duration
12 months
Purpose / Third Party Access
This cookie is used to collect information about how visitors use our website. We use the information to compile reports and to help us improve our website.
Google's privacy information is available here: https://policies.google.com/privacy?hl=en-US
You can also read Google’s overview of privacy and safeguarding data here: https://support.google.com/analytics/answer/6004245
Cookie
Cloudflare
Duration
12 months
Purpose / Third Party Access
This cookie is used to detect malicious visitors to our website and minimise blocking legitimate users.
Cloudflare’s privacy information is available here: https://www.cloudflare.com/privacypolicy/
2. Third party cookies
Some cookies and similar technologies are placed by third parties. These third parties process information collected through their cookies in accordance with their own privacy and cookie notices. These cookies are controlled by the third parties, so please check these third-party websites for more information about these cookies and how to manage them. The links below are provided for information only and should be checked regularly to ensure they remain current and direct users to the relevant cookie notices.
· Facebook: https://www.facebook.com/policies/cookies/
· LinkedIn: https://www.linkedin.com/legal/privacy-policy
· Instagram: https://privacycenter.instagram.com/policy
3. How do I change my cookies settings
Most web browsers and mobile devices allow some control of most cookies and similar devices through the browser and mobile device settings. To find out more about cookies, including how to see what cookies have been set, visit www.aboutcookies.org.
Find out how to manage cookies on popular browsers:
· Google Chrome: https://support.google.com/chrome/answer/95647?hl=en-GB&co=GENIE.Platform%3DDesktop
· Microsoft Edge: https://support.microsoft.com/en-gb/windows/manage-cookies-in-microsoft-edge-view-allow-block-delete-and-use-168dab11-0753-043d-7c16-ede5947fc64d
· Mozilla Firefox: https://www.firefox.com/en-GB/privacy/websites/cookie-settings/
· Opera: https://blogs.opera.com/news/2015/08/how-to-manage-cookies-in-opera/
· Apple Safari: https://help.apple.com/safari/mac/8.0/en.lproj/sfri11471.html
To find information relating to other website browsers, visit the browser developer’s website. Your mobile or tablet device provider may also provide you with additional cookie and browser control options, which may be available to you in your device settings – please consult your device settings for such device-specific controls (if applicable).
To find out more about Google Analytics and to learn how to opt out, please visit:
· How Google uses data when you use our partner's sites or apps: https://www.google.com/policies/privacy/partners/
