Privacy Policy

Last updated: July 14, 2023

When you use our services, visit us in store, or make a purchase, you are choosing to trust us with some of your personal information. We appreciate your trust, and we will work hard to continue to deserve it. This Privacy Policy ("Privacy Policy") describes how Kroenke Sports Holdings, LLC, who operates the business commonly known as Altitude Authentics, and its current and future parents, subsidiaries and affiliates, including Kroenke Sports and Entertainment, LLC and all related and affiliated entities (collectively, "Altitude Authentics," "we," "us," or "our"), may collect, use, and share your personal information, and the choices you have with respect to your personal information, in connection with the platform (the "Platform"), which is available through our website located at www.altitudeauthentics.com and any other websites operated by Altitude Authentics that link to this Privacy Policy (each, a "Site"). The Platform provides individual end users ("Users") with the ability to access material, information, and content (collectively, "Content"), and our related services, social media pages, and email and other electronic communications (collectively, "Services") (the Content and Services are incorporated into the Platform for purposes of this Privacy Policy). Finally, Users may purchase merchandise and other products (collectively, "Products") on the Platform and in store. In some cases, region-specific terms may apply to you, which are indicated in the section headings below.

Altitude Authentics is the Official Team Store of the NHL's Colorado Avalanche, NBA's Denver Nuggets, NLL's Colorado Mammoth, and MLS's Colorado Rapids (collectively, the "Related Home Teams"), and we have physical stores at Ball Arena and Dick's Sporting Goods Park (collectively, the "Related Venues"). As a result, we may receive your personal information from, and share your personal information with, the Related Home Teams, Related Venues, and other related entities as further described in this Privacy Policy. We encourage you to review the privacy policy of the Related Home Teams and Related Venues, as applicable, to understand the data practices of each and the choices you may have with respect to your information.

Altitude Authentics reserves the right, at any time, to modify this Privacy Policy. If we modify how we collect, use, or share personal information, we will post the updated Privacy Policy on this page. In some cases, we may notify you about an update by sending you an email, posting a notice about the update on the Platform, or other means as may be required by applicable law. In all cases, your continued use of the Platform following posting or other notification of changes constitutes your acknowledgement of such changes. Please review this Privacy Policy periodically to keep up to date on our most current policies and practices.

This Privacy Policy covers the following topics:

PERSONAL INFORMATION WE COLLECT

HOW WE USE PERSONAL INFORMATION

HOW WE SHARE PERSONAL INFORMATION

YOUR CHOICES

SECURITY OF PERSONAL INFORMATION

CHILDREN'S PRIVACY

LINKS TO WEBSITES AND APPS

DATA TRANSFERS

NOTICE TO CALIFORNIA RESIDENTS (SHINE THE LIGHT)

NOTICE TO COLORADO RESIDENTS

NOTICE TO NEVADA RESIDENTS

HOW TO CONTACT US

PERSONAL INFORMATION WE COLLECT

Personal Information Collected. We want you to understand the types of personal information that we may collect about you. The personal information we collect, and how we use it, depends largely upon how you use our Platform, and may include the following categories of personal information. We may also collect other personal information that is not specifically listed here, which we will use as described in this Privacy Policy or as otherwise disclosed at the timof collection.

Contact Information, such as your name, email address, phone number, mailing address, and social media handle.
Account Information, including registration information, such as your first and last name, email address, and password. Information collected may also include your phone number, in-store data, e-commerce data, consumer research information, or other fan profile information.
Demographic Information, such as date of birth, age, gender, education, special needs information, household income, occupation, home ownership, marital status, military or veteran status, or number of children.
Payment Information, such as payment amounts and payment methods used to complete transactions. Payment processing services connected with your use of the Platform are provided by a third-party payment processor.
Order History, such as records of Products you have purchased from us, shipping addresses, and other details about your orders submitted through the Platform or in person at one of our physical stores.
Marketing Information, such as any preferences you set in your account and any marketing or communications preferences, and details about how you engage with our communications.
Survey and Sweepstakes Responses, such as the information you provide in response to our surveys, questionnaires, sweepstakes, or contests.
Online Activity Information, such as the website you visited before browsing to the Platform, pages or screens you viewed, how long you spent on a page or screen, navigation paths between pages or screens, information about your activity on a page or screen, access times, and duration of access.
Browser & Device Information used to access our Platform, such as unique identifiers, browser type and settings, device type and settings, operating system, and mobile network information including carrier name and phone number. We also collect personal information about the interaction of your browsers and devices with our Platform, including IP address, crash reports, system activity, and general location information such as city, state, or geographic area.
Communications, such as the information associated with your requests or inquiries, including for support, assistance, or event/ticket information, and any feedback you provide when you communicate with us. We and our service provider may also record or monitor any call or chat you have with us for quality control or training purposes, or to enforce our rights.

Sources of Personal Information. We obtain personal information from a variety of sources, including the following sources:

Personal Information You Provide. Altitude Authentics collects personal information when you voluntarily submit it to us, including through offline interactions, such as when you fill out a form on the Platform, participate in a survey, make a purchase on the Platform or in-store, call customer service, or communicate with us.
Personal Information Automatically Collected. Altitude Authentics, our service providers, and our advertising partners may automatically log information about you, your computer, or mobile device, and your activity over time on our Platform and other sites and online services, such as the online activity information and device information listed above. Like many online services, we use cookies and similar technologies to facilitate some of the automatic data collection described above, which may include the following:
Cookies, which are text files that websites store on a visitor's device to uniquely identify the visitor's browser or to store information or settings in the browser for the purpose of helping you navigate between pages efficiently, remembering your preferences, enabling functionality, helping us understand user activity and patterns, and facilitating online advertising.
Flash cookies, or locally-stored objects, which are used on websites for purposes similar to cookies but allow storage of a larger amount of data.
Web beacons, also known as pixel tags or clear GIFs, which are typically used to demonstrate that a webpage or email was accessed or opened, or that certain content was viewed or clicked, typically to compile statistics about usage of websites and the success of marketing campaigns.
Local storage, which is used to save data on a visitor's device. We may use data from local storage to, for example, turn on web navigation, store multimedia preferences, customize what we show you based on your past interactions with our Platform, and remember your preferences.
Session replay technologies, which are third-party software used to record a video replay of Users' interactions with the Site. The video replay may include Users' clicks, mouse movements, scrolls, mobile app touches, typing, and other activity taken during the session. We may use these replays for research and development purposes, such as to help us troubleshoot problems with the Site, understand how Users interact with and use the Site, and identify areas for improvement.

Personal Information Obtained In-Store. We collect personal information when you visit one of our physical stores at a Related Venue, such as through video surveillance and as necessary to operate our stores, to provide our Services to you (including, for example, wheelchair accessible space, or a sign language interpreter), and as otherwise described in this Privacy Policy or as noticed in-store.

Personal Information Obtained from Third Parties. In some circumstances, we may collect personal information about you from third party or publicly available sources, such as our service providers, data analytics partners, operating systems and platforms, social media platforms, and data providers. We may merge or combine such personal information with the personal information we collect from you directly or automatically.

Personal Information Shared by Related Venues and Related Home Teams. We may receive personal information, such as ticket membership status, purchasing behavior and payment information, team preference or mailing list signup, and other information about your interactions with our Related Venues and Related Home Teams. We may merge or combine such information with the personal information we collect from you directly or automatically.

Referrals. Users of our Platform may have the opportunity to share the contact information of third parties. Please do not provide us with someone's personal information unless you have their permission to do so.

HOW WE USE PERSONAL INFORMATION

Altitude Authentics' primary purpose in collecting personal information is to provide the Content, Services, and Products and to operate our business. We also use personal information for the purposes set forth below and as otherwise described in this Privacy Policy or at the time of collection.

To Provide the Platform. We may use personal information to operate our business. For example, we use personal information to:

process your transactions, including purchasing Products;
establish, manage, monitor, and maintain your account;
improve and personalize your experience on or with the Platform;
verify your identity for authentication and security purposes, or determine your eligibility for offers and promotions;
communicate with you, including providing notices about your account or purchase and responding to any of your requests, feedback, or questions;
provide any contests, surveys, sweepstakes, or other promotions you participate in;
provide maintenance and support; and
fulfill any other purpose for which you provide personal information.

Research and Development. We use personal information for research and development purposes, including to study and improve the features and functionality of our Platform and our business, understand and analyze the usage trends and preferences of our Users, and develop and improve our Content, Services, and Products. As part of these activities, we may create aggregated, de-identified, or other anonymous data from personal information we collect. We make personal information into anonymous or de-identified data by removing information that makes the data personally identifiable to you or your device, whether directly or indirectly. We will maintain and use any de-identified data without attempting to reidentify the data. We may use this anonymous or de-identified data and share it with third parties for our lawful business purposes.

Direct Marketing. We may send you Altitude Authentics-related or other direct marketing communications as permitted by law, including materials, updates, information, special offers, and promotional material from us and our business partners. You may opt-out of our marketing communications as described in the "YOUR CHOICES" section below.

Interest-Based Advertising. We may work with third-party advertising companies and social media companies to help us advertise our business and to display ads for our Platform and Products. These companies may use cookies and similar technologies to collect information about you (including the online activity information and browser & device information described above in the section called "Personal Information Automatically Collected") over time across our Platform and other websites and services or your interaction with our emails, and use that information to serve ads that they think will interest you. In addition, some of these companies may use hashed customer lists that we share with them to deliver ads to you and to similar users on their platforms. You can learn more about your choices for limiting interest-based advertising in the "YOUR CHOICES" section below.

To Comply with Laws and Regulations. We will use personal information as we believe necessary or appropriate to comply with applicable laws, lawful requests, and legal process, such as to respond to subpoenas or requests from government authorities.

For Compliance, Fraud Prevention, and Safety. We may use personal information and disclose it to law enforcement, government authorities, and private parties as we believe necessary or appropriate to: (a) maintain the safety, security, and integrity of the Platform and our Products, business, databases, and other technology assets; (b) protect our, your, or others' rights, privacy, safety or property (including by making and defending legal claims); (c) audit our internal processes for compliance with legal and contractual requirements and internal policies; (d) enforce the terms and conditions that govern the Platform; and (e) prevent, identify, investigate, and deter fraudulent, harmful, unauthorized, unethical or illegal activity, including cyberattacks and identity theft.

With Your Consent. We will disclose your personal information in accordance with your prior direction or, in some cases, we may specifically ask you for your consent to collect, use, or share your personal information, such as when required by law.

HOW WE SHARE PERSONAL INFORMATION

In addition to the specific situations discussed elsewhere in this Privacy Policy or at the point of collection, we may share your personal information with the following entities or persons:

Related Companies. We may share your personal information with our affiliates, subsidiaries, and other related companies.

Related Venues. We may share your personal information with Ball Arena, Dick's Sporting Goods Park, and other venues owned and operated by our Related Companies.

Related Home Teams. We may share your personal information with our Related Home Teams and other teams owned and operated by our Related Companies.

Leagues. We may share certain of your personal information with the national professional sports leagues to which the Related Home Teams are members (i.e., the National Basketball Association, the National Hockey League, the National Lacrosse League, and Major League Soccer, collectively referred to herein as the "Leagues"), and the Leagues may further share such information with its other member clubs or teams. Such information may include purchase information, online activity information, browser & device information, and other information relating to your use of the Platform. The Leagues may use such information to conduct analysis to better understand fans and fan engagement across its league and its other member clubs or teams, and other uses described in the respective Leagues' privacy policy. The Leagues may also use and share insights to enable the Leagues and their other member clubs or teams to customize and improve their products and services, or advertising and communications. Altitude Authentics is not responsible for the privacy practices of the Leagues.

Service Providers. We may share your personal information with third parties who perform services on our behalf that are necessary for the orderly operation of our business. For example, we work with service providers that help us perform website hosting, e-commerce, payment processing, maintenance services, database management, analytics, fraud protection, marketing, customer relationship management, finances, and other purposes.

Advertising Partners. We may share your personal information with our partners and sponsors to send you information about products, events, and services you may like. We may also share usage information about our Platform, including searches, transactions, and profile information with our partners and sponsors for online advertisement purposes, including for the purposes described in the "Interest-Based Advertising" section above.

Sweepstakes and Joint Marketing Partners. We may also share your personal information with other partners in order to provide you with content and other features through the Platform, and such partners may send you promotional materials or otherwise contact you regarding products and services that they offer. When you choose to enter a contest or sign up for a sweepstakes, we may share the personal information you provide as part of the offer with the named co-sponsors or other third parties affiliated with such offer.

Other Users of the Platform and the Public. The Platform may provide functionality that enables you to disclose personal information to other Users of the Platform or the public. For instance, you may be able to submit content to the Platform (such as comments, questions, stories, reviews, surveys, blogs, photos, and videos), and we may identify you by displaying information such as your name, username, social media handle, or a link to your user profile along with the content you submit. We do not control how other Users or third parties use any personal information that you make available to other users or the public.

Professional Advisors. We may share personal information with persons, companies, or professional firms providing Altitude Authentics with advice and consulting in accounting, administrative, legal, tax, financial, debt collection, and other matters.

Law Enforcement. Under certain circumstances, we may be required to disclose personal information to law enforcement, government authorities, and other parties if required to do so by law or in response to valid requests by public authorities (e.g., a court or a government agency).

Authorities and Others for Compliance, Fraud Protection, and Safety. We may disclose personal information in the good faith belief that such action is necessary to comply with a legal obligation or for the purposes described above in the section titled "For Compliance, Fraud Prevention, and Safety."

Business Transaction Participants. We may disclose personal information to third parties in connection with any business transaction (or potential transaction) involving a merger, acquisition, sale of shares or assets, financing, consolidation, reorganization, divestiture, or dissolution of all or a portion of our business (including in connection with a bankruptcy or similar proceedings).

YOUR CHOICES

You can make the following choices regarding your personal information:

Review and Request Changes to Your Personal Information. The accuracy of the personal information we have about you is very important. You have the right to correct and update your personal information by directly accessing your account and profile information. You may also request that we correct your information by contacting us as provided at the end of this Privacy Policy. Note that we may keep historical information in our backup files as permitted by law.

Email Communications. If you provide us with your email address in order to receive communications, you can opt-out of marketing emails at any time by following the instructions at the bottom of our emails. Please note that certain emails may be necessary for the operation of our Platform, such as those about your account or to deliver notifications directly to you through the Platform. You will continue to receive these emails, even if you unsubscribe from our marketing communications.

Cookies. Most browsers let you remove or stop accepting cookies from the websites you visit. To do this, follow the instructions in your browser's settings. Many browsers accept cookies by default until you change your settings. If you do not accept cookies, however, you may not be able to use all functionality of the Platform and our Site may not work properly. For more information about cookies, including how to see what cookies have been set on your browser and how to manage and delete them, visit www.allaboutcookies.org.

Analytics. The Site may use Google Analytics to help us analyze how the Site is being accessed and used. You can learn more about Google Analytics cookies by clicking here and about how Google protects your data by clicking here. To opt-out of Google Analytics, you can download and install the Google Analytics Opt-out Browser Add-on, available here.

Advertising Choices. If you wish to minimize the amount of interest-based advertising you receive, you may block third-party cookies in your browser settings, use browser plug-ins/extensions, and use your mobile device settings to limit the use of the advertising ID associated with your mobile device. You can also opt out of interest-based ads from companies participating in the following industry opt-out programs by visiting the linked websites: the Network Advertising Initiative (http://www.networkadvertising.org/managing/opt_out.asp) and the Digital Advertising Alliance (https://optout.aboutads.info). Some of the companies we work with may offer their own opt-out mechanisms. For example, you can learn more about how Google uses cookies for advertising purposes by clicking here and opt-out of ad personalization by Google by clicking here.

Many of the opt-out preferences described in this section must be set on each device or browser for which you want them to apply. Please note that some of the advertising companies we work with may not participate in the opt-out mechanisms described above, so even after opting-out, you may still receive interest-based advertisements from other companies. If you opt-out of interest-based advertisements, you will still see advertisements online but they may be less relevant to you.

Do Not Track. Some browsers may be configured to send "Do Not Track" signals to the online services that you visit. The Site currently does not respond to "Do Not Track" signals. To find out more about "Do Not Track," please visit http://www.allaboutdnt.com.

SECURITY OF PERSONAL INFORMATION

We build security into our Platform to protect your information. Our Platform is built with reasonable security features designed to protect personal information. The insights we gain from maintaining our Platform help us detect and block certain security threats.

We exercise reasonable care in providing secure transmission of personal information from your devices to our servers. We try our best to safeguard personal information once we receive it, but please understand that no transmission of data over the Internet or any other public network can be guaranteed to be 100% secure.

CHILDREN'S PRIVACY

Our Platform is not directed to people who are under 16 years old. We do not knowingly collect personal information from children under 13 years of age. Individuals under the age of 13 should not attempt to provide us with any personal information. If you think we have received personal information from children under the age of 13, please contact us immediately.

LINKS TO WEBSITES AND APPS

Our Platform may contain links to other websites and apps not operated or owned by us. Please be advised that the practices described in this Privacy Policy do not apply to information gathered through these third-party websites and apps. These links are not an endorsement of, or representation that we are affiliated with, any third party. In addition, our content may be included on web pages or online services that are not associated with us. We have no control over, and are not responsible for, the actions and privacy policies of third parties and other websites and apps. We encourage you to read the privacy policies of the other websites and online services you use.

DATA TRANSFERS

Altitude Authentics is based in the United States, and we have service providers in the United States and potentially other countries. Your personal information may be collected, used, and stored in these countries or other locations outside of your home country. Privacy laws in the locations where we handle your personal information may not be as protective as the privacy laws in your home country. By providing your personal information, where applicable law permits, you specifically and expressly consent to such transfer and processing and the collection, use, and disclosure set forth herein.

NOTICE TO CALIFORNIA RESIDENTS (SHINE THE LIGHT)

Under California Civil Code sections 1798.83-1798.84, California residents who have an established business relationship with Altitude Authentics are entitled to ask us for a notice describing what categories of personal information we share with third parties for the third parties' direct marketing purposes. If you are a California resident and would like a copy of this notice, please submit your request to the email address listed at the end of this Privacy Policy with "Shine the Light" in the subject line.

NOTICE TO COLORADO RESIDENTS

This section applies only to Colorado residents and supplements the practices described in this Privacy Policy. It describes how we collect, use, and share personal information of Colorado residents, and their rights with respect to their personal information. For purposes of this section "personal information" means "personal data" as such term is defined in the Colorado Privacy Act ("CPA") but does not include information exempted from the scope of the CPA.

Description of Privacy Practices. The following table sets forth the categories of personal information that may be processed, and how such information may be used, when provided for the specified purpose. For a description of the categories of personal information processed, see the section titled, "PERSONAL INFORMATION WE COLLECT." For a description of each of the processing purposes, see the section titled, "HOW WE USE PERSONAL INFORMATION."

All categories of personal information that we process may be shared with third parties to operate our business and for the purposes described in this Privacy Policy or at the time of collection. We may also "sell" your personal information to a third party in exchange for monetary or other valuable consideration, or process it for targeted advertising in the manner described in the section titled, "Interest-Based Advertising," each as further detailed in the table below. For a description of the categories of third parties mentioned in the table, see the section titled, "HOW WE SHARE PERSONAL INFORMATION." To exercise your right to opt out of "sales" or targeted advertising, see "How to Exercise Your Colorado Privacy Rights" below.

Categories of Personal Information Processed	Processing Purpose	Personal Information is "Sold" or Used for "Targeted Advertising"
Contact Information	To Provide the Platform	May be "sold" to the Leagues and Sweepstakes and Joint Marketing Partners
	Direct Marketing	No
	To Comply with Laws and Regulations	No
	For Compliance, Fraud Prevention, and Safety	No
Account Information	To Provide the Platform	No
	Direct Marketing	No
	To Comply with Laws and Regulations	No
	For Compliance, Fraud Prevention, and Safety	No
Demographic Information	Research and Development	No
	Direct Marketing	No
	To Comply with Laws and Regulations	No
	For Compliance, Fraud Prevention, and Safety	No
Payment Information	To Provide the Platform	No
	To Comply with Laws and Regulations	No
	For Compliance, Fraud Prevention, and Safety	No
Order History	To Provide the Platform	May be "sold" to the Leagues
	Research and Development	No
	Direct Marketing	No
	To Comply with Laws and Regulations	No
	For Compliance, Fraud Prevention, and Safety	No
Marketing Information	To Provide the Platform	No
	Research and Development	No
	Direct Marketing	No
	To Comply with Laws and Regulations	No
	For Compliance, Fraud Prevention, and Safety	No
Survey and Sweepstakes Responses	To Provide the Platform	No
	Research and Development	No
	Direct Marketing	May be "sold" to Sweepstakes and Joint Marketing Partners
Online Activity Information; Browser & Device Information	To Provide the Platform	No
	Research and Development	No
	Direct Marketing	No
	Interest-Based Advertising	May be used for "targeted advertising" by us and our Advertising Partners
	To Comply with Laws and Regulations	No
	For Compliance, Fraud Prevention, and Safety	No
Communications	To Provide the Platform	No
	Research and Development	No
	Direct Marketing	No
	To Comply with Laws and Regulations	No
	For Compliance, Fraud Prevention, and Safety	No
Referral Information	Direct Marketing	No

Your Colorado Privacy Rights. Under Colorado law, you may request the rights listed below. Please note, these rights are not absolute, and, in some cases, we may not be able to respond to your request, such as when a legal exemption applies or if we are not able to verify your identity.

Access. You can request that we confirm whether we process your personal information and to access that personal information.
Correct. You can ask us to correct inaccurate personal information that we maintain about you.
Delete. You can ask us to delete personal information provided by or obtained about you.
Port. You can request to obtain a copy of personal information in a portable and, to the extent technically feasible, readily usable format.
Opt-out of "sales" and targeted advertising. If we "sell" your personal information or engage in "targeted advertising" according to Colorado law, you can opt-out.

How to Exercise Your Colorado Privacy Rights. You may request to exercise the Colorado privacy rights described above as follows:

Right to access/port, delete, or correct. You can request to exercise your access/port, deletion, or correction rights by calling us toll free at 1-833-453-1943 or by clicking here: Your Privacy Choices.
Right to opt-out of "sales" or targeted advertising. You can request to opt-out out of "sales" or the automatic collection of data on our Site by cookies and similar technologies for targeted advertising by clicking here: Your Privacy Choices. Note that due to technological limitations, if you visit our Site from a different computer or device, or clear cookies on your browser that store your preferences, you will need to return to this screen to select your preferences.

Authentication Process. We reserve the right to confirm your Colorado residence to process your requests and will need to confirm your identity to process your requests. This is a security measure to, for example, help ensure we do not disclose information to a person who is not entitled to receive it. The identity verification process may vary depending on how you submit your request. We cannot process your request if you do not provide us with sufficient detail to allow us to understand and respond to it.

Authorized Agents. Consistent with Colorado law, you may designate an authorized agent to make an opt out request on your behalf using the method described above. If you do so, we may require proof of your identification, the authorized agent's proof of identification, and any other information that we may request in order to verify the request, including evidence of valid permission for the authorized agent to act on your behalf.

Right to Appeal. If we decline to take action on your request, you may appeal such refusal by emailing us at privacy@altitudeauthentics.com within a reasonable time period after we sent you our decision.

NOTICE TO NEVADA RESIDENTS

Nevada Revised Statutes Chapter 603A allows Nevada residents to opt-out of the "sale" of certain types of personal information. Subject to several exceptions, Nevada law defines "sale" to mean the exchange of certain types of personal information for monetary consideration to another person. If you are a Nevada resident who wishes to exercise your "sale" opt-out rights, you may submit a request to us using the contact information listed at the end of this Privacy Policy.

HOW TO CONTACT US

If you have any questions or concerns about our Privacy Policy or any other privacy or security issue, please contact us at privacy@altitudeauthentics.com.

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