Privacy notice
Last updated 1 October 2026
Who's better? is run by SABR Services Limited, a company registered in England and Wales (company number 13925921, registered office 41 Mersey Road, Stockport, SK4 3DE). We don't ask for your name, and you don't need an account. If you have a question or want to use any of your rights below, email hello@whosbetter.football.
What we collect
- A session cookie (
ppr_session): a random ID that lets the site remember your XI, your picks and your team on this device. It lasts 90 days and is the only cookie we set. - Your picks: every "who's better" choice, when you made it and how long it took, plus the XIs you build, your swaps, your friendlies and your team name.
- How the site is used: which pages you view and for how long, when you share a link, and any errors your browser hits.
- Rough device and location: phone, tablet or computer; the website that sent you here (the domain only); and your country. We work out the country from your internet address when a page loads, using a database held on our own server (from DB-IP), then throw the address away. We don't store internet addresses.
We don't collect names, email addresses, payment details or precise location, and there are no advertising or third-party tracking tools on the site.
Why we use it
- To run the game: build and remember your XI, play the weekend cup, keep the tables and show friendlies.
- To turn everyone's picks into crowd ratings of Premier League players.
- To understand and improve the site, including testing different versions of a page.
- To use the crowd ratings in our own football models, including models used for betting, and possibly to sell or license them. What we'd share or sell is player ratings built from everyone's picks, never information about you or your individual picks.
Our lawful basis is legitimate interests: running a free game and building ratings from it, in a way that doesn't need to know who you are.
Who can see it
Your team name and results appear in the weekend cup and league tables. The XI you enter in a cup can be seen by anyone, alongside your team name, and anyone you share a link with can see the XI you shared. Everything else is only seen by us. The site is hosted by Fly.io on servers in London.
How long we keep it
For as long as the site runs, because past picks are what the ratings are built from. You can ask us to delete yours at any time.
Your rights
You can ask to see the data held against your session, to have it corrected or deleted, or object to how we use it. Because we don't know who you are, we need the reference below to find your data. Include it when you email us.
You can also complain to the Information Commissioner's Office at ico.org.uk.
Turning off analytics
The cookie itself is needed for the game to work. You can stop this device sending the usage information described above (page views, time on page, shares and errors). Your picks still count towards the ratings.
Children
The site isn't aimed at children under 13.