The Hockey Brain

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Privacy policy

The Hockey Brain is operated by The Unnamed Roads (Stockholm, Sweden). This policy explains how we handle personal data when you use thehockeybrain.com, contact us, or book a stack-map call. It does not cover hockey data we process for clubs under a separate data processing agreement (DPA) during pilots — see the note at the end.

Who is the controller?

Controller for this website and pre-contract communications: The Hockey Brain, built by The Unnamed Roads, Stockholm, Sweden.

Contact: hello@thehockeybrain.com.

What data we collect

  • Contact / demo form: name, email, subject, message, and technical metadata needed to deliver the form (timestamp, source site).
  • Email correspondence: content and headers when you email hello@thehockeybrain.com.
  • Analytics (PostHog, EU region): only after you accept analytics — page paths, device/browser type, referrer, UTM parameters, coarse engagement events (e.g. button clicks). We do not send form field contents to PostHog. If you decline, nothing is sent to PostHog.
  • Analytics (Umami): page URL and referrer for aggregate traffic measurement (runs independently of PostHog consent; see cookies section).
  • Server logs (Vercel): IP address, user agent, request time, URL — retained for security and debugging for a limited period.

Why we use it and legal bases (GDPR)

  • Respond to inquiries and book stack-map calls — Art. 6(1)(b) pre-contract steps or Art. 6(1)(f) legitimate interest in operating a B2B service.
  • PostHog analytics to improve the site and measure interest — Art. 6(1)(a) consent only (accept in the cookie banner). Umami aggregate statistics — Art. 6(1)(f) legitimate interest in understanding site use, or consent where required for its cookie.
  • Security and abuse prevention on forms and hosting — Art. 6(1)(f) legitimate interest.

Processors and hosting

We use the following categories of processors:

  • Vercel, Inc. — website hosting, server logs, and edge delivery (infrastructure).
  • PostHog (PostHog, Inc., EU cloud) — product analytics on eu.posthog.com / eu.i.posthog.com only after you accept analytics in our cookie banner (no PostHog requests before that).
  • Umami (self-hosted at umami.theunnamedroads.com) — aggregate page statistics; automatic pageviews are disabled in our integration and we send page views from our code. Umami may set a first-party cookie for session counting.
  • Cloudflare — email routing for hello@thehockeybrain.com (MX on the domain).
  • Brevo (Sendinblue) — transactional email sending when we reply from hello@thehockeybrain.com via SMTP.
  • Automation webhook (Vercel) — contact form submissions are forwarded to an internal webhook for notification; message content is processed to respond to you.

Retention

  • Contact form and email threads: up to 24 months after last contact unless a longer period is needed for an ongoing pilot or legal claim.
  • PostHog/Umami analytics: per vendor defaults; we minimise custom properties and do not store PII in event payloads.
  • Vercel server logs: typically up to 30 days unless required for incident investigation.

International transfers

We aim to keep website analytics in the EU (PostHog EU cloud). Some processors may involve transfers outside the EU/EEA (for example Vercel or Brevo infrastructure). Where required, we rely on appropriate safeguards such as Standard Contractual Clauses offered by the vendor.

Your rights

  • Access, rectification, erasure, restriction, portability, and objection — contact hello@thehockeybrain.com.
  • Withdraw PostHog consent at any time via Cookie settings in the footer (reopens the banner; choosing Decline stops analytics and clears PostHog storage).
  • Lodge a complaint with the Swedish Authority for Privacy Protection (Integritetsskyddsmyndigheten, IMY) or your local supervisory authority.

Cookies and similar technologies

Essential: none required for basic browsing beyond what hosting provides.

PostHog: we do not load PostHog or send any data to PostHog until you click Accept analytics. Decline means PostHog is never loaded. After acceptance, PostHog may use cookies/local storage and session replay (form fields are not recorded). Do Not Track is respected — if DNT is enabled in your browser, PostHog will not run even after Accept.

Umami: loads for aggregate statistics with automatic pageviews disabled; we send page views from our code. Umami may use a first-party cookie for session identification.

Use Cookie settings in the footer to change your PostHog choice at any time.

Club data (pilots)

Club hockey data processed during founding-club pilots (source credentials, rosters, tracking exports, etc.) is governed by a separate data processing agreement between your club and The Hockey Brain as processor. That processing is not covered by this website privacy policy.

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