Online threats are moving fast. Much like the world’s leading sports teams, digital privacy and security tools need to combine speed with elite performance. Zac Eller, GM, Global Partnerships and Business Development at ExpressVPN, discusses the similarities between digital privacy and sports brands and how to foster winning partnerships off the field.

Concerns over data privacy are at an all-time high. 52% of Brits feel cautious about their personal information, while over a third (34%) have asked companies to stop sending electronic marketing.

These privacy fears extend to all aspects of our lives, including sports. Millions of people follow, watch, and visit their favourite clubs across the country every week. But sports clubs aren’t just a weekend hobby—they’re businesses with their own complex digital ecosystems.From online ticketing to in-stadium Wi-Fi, e-commerce stores, and newsletters, fans willingly share their data with the teams they love. Unfortunately, cyber criminals know this. A survey we published in August 2025 showed how bad actors are targeting people’s passion for sport. In trying to watch their favourite sports teams live, one in two Brits has fallen victim to event ticket scams, losing an average of £100 each.

It’s up to sports brands to be proactive in mitigating both online security risks and the digital anxiety that comes with sharing personal data online. That’s where having the right partners comes in.

Just as negative experiences—like being scammed out of a ticket or having your data compromised on stadium WiFi—can damage the connection between fans and their teams, sports brands can strengthen that connection by clearly demonstrating their commitment to online security and data privacy.As awareness of digital privacy grows, it’s increasingly becoming a competitive differentiator—a signal that a brand is willing to go the extra mile to protect its fans. And when customers feel protected, they tend to reciprocate with loyalty, making it a winning play for everyone involved.

Sports clubs can’t control fraudulent ticket sellers, but they can influence the broader digital experience. Helping fans browse safely and protect their personal information — particularly when connecting to public stadium Wi-Fi—goes a long way toward maintaining trust and confidence. That’s where tools like VPNs add value by securing connections and giving fans greater control over their data. 

That’s our approach. VPNs give people more control over their online lives by protecting their privacy, encrypting their internet connection and helping prevent companies, networks or bad actors from accessing their personal information.

Providing security for their data also means we’re giving sports fans and stadium-goers peace of mind, which plays into the overall experience. By partnering with the likes of Tottenham Hotspur Football Club and the Brooklyn Nets NBA team, we’re helping highlight and reduce risks, allowing fans to enjoy what’s happening on the field.

In fact, proper data protection and privacy go far beyond sports organisations - they are universal brand concerns heading into 2026. The benefits also extend far beyond the sporting world. From gaming and streaming to simply browsing the Internet, it’s not just sports fans who expect safe and secure multi-device experiences - it’s everyone.Sports clubs aren’t responsible for securing their fans 24/7. But they are a part of their local communities - every bit as much as, say, the pub, bank, or post office. Hundreds of thousands of people attend their local clubs week in, week out, driven by an emotional connection and a passion for sport. It’s a big stage for players both on and off the pitch. By focusing brand partnership efforts on security tools that deliver performance, speed and privacy, clubs and the businesses behind them can enjoy a winning 2026.