Thank you for participating in the National Hockey League Ticket Buyer Trends Study (the “Survey”)! Your feedback is very important and will help us enhance future experiences with the National Hockey League Member Club from which you purchased your ticket (“the Club”).

The NHL has engaged Qualtrics, a third-party research partner, to administer the Survey on behalf of the NHL and its teams. This Privacy Policy explains how the NHL, the Club, and Qualtrics collect, use and disclose your personal information.

What information will be collected and used?

This Survey is optional, but if you decide to participate most Survey questions are required to be answered although for certain questions you may elect not to answer (either by selecting “Unsure” or “Prefer Not To Answer,” where such options are indicated on the Survey). The Survey does contain certain “free response” questions that are entirely optional to answer (either by leaving them blank or by clicking “No Comment” where such option is indicated). If you provide a response in a free field, please do not provide any personal information about yourself or any other person.

We believe hockey is for everyone and the more diverse our sport is, the better off we’ll be. To help us better understand the make-up and diversity of our fans, the Survey also asks questions about you (including marital status, birth year, gender, income, number of children under 18, postal code) that are entirely optional to answer. By electing to respond to these optional demographic questions, you are providing the Club with your express consent to collect and process your responses to these questions for the purpose described in this notice.

The Club and Qualtrics will collect and/or have access to your Survey responses (including your responses to demographic questions). The Club will also provide Qualtrics with additional information about you and your ticket history, including your email address, number of games in season ticket plan, seat section, and single game ticket type. This information is used, along with your Survey responses, in order to analyze and better understand your fan and ticketing experience as well as the experience of other fans across the NHL.

If you complete the Survey, your name and email address will also be used to send you your NHL.Shop.ca or Shop.NHL.com discount code, and to administer your participation in the NHL’s contest/sweepstakes (including to notify you in the event you win). Your survey responses (excluding responses to optional demographic questions) may also be used by the Club to customize and improve its services, advertising, and communications.

Who will have access to my information?

The Club and Qualtrics will have access to your personal information, including Survey responses. Qualtrics is only authorized to use this information for the purpose of administering the Survey and analyzing Survey responses on behalf of the Club and NHL. The NHL will have access to Survey responses in a manner that does not identify you, and the NHL and its teams including the Club will also have access to reports containing aggregate information in order to better understand fan engagement across the league. Your personal information will not be shared with the NHL and the other NHL teams, and will not be shared with third parties (other than Qualtrics) except as may be required by applicable law.