Privacy policy

Hockey Western New York, LLC, together with its affiliates (hereinafter referred to as “HWNY,” “us,” “we,” “our,” or “Company”), has created the following Privacy Policy for when you visit our website at buffaloproshop.com – Buffalo ProShop and any other online services where this Privacy Policy is posted (collectively, our “Services”). This Privacy Policy describes, among other things, the types of information we collect from users when you use our Services, how we use it, and how you can access your information.

This Privacy Policy is integrated into our Terms & Conditions of Use (“Terms & Conditions”). By using the Services and providing us with your personal Information (defined below), you agree to the practices described in this Privacy Policy and Terms & Conditions referenced below and to the updates to these policies posted here from time to time.

I. INFORMATION WE COLLECT ABOUT YOU

We may collect the following types of information about you which are described in more detail below: (A) information you provide to us, (B) sensitive information, (C) information we may automatically collect, and (D) information we may receive from third parties. All of the information listed in (A)-(D) above, are detailed below, and hereinafter referred to as “Information.”

A. Information You Provide to Us

In using our Services, you may provide us with Information, including, without limitation:

Contact information such as name, email address, postal address, and telephone number(s);
Payment and transaction information including credit or bank card information;
Communications with us, preferences, and other Information you provide to us such as any messages, opinions, and feedback that you provide to us, your user preferences (such as in receiving updates or marketing information), and other Information that you share with us when you contact us directly (such as for customer support services); and
Additional information as otherwise described to you at the point of collection or pursuant to your consent.

B. Sensitive Information

We may process the following categories of sensitive personal Information when you use our Services:

Precise Geolocation data (including through our mobile app)

C. Information We May Automatically Collect About You;

Our Services may automatically collect the following categories of usage and technical Information about you. This Information is used by us for the operation of the Services, to maintain quality of the Services, and to provide general statistics regarding use of the Services. This Information may include:

IP address, which is the number associated with the service through which you access the Internet, like your ISP (Internet service provider), or your company;
Date and time of your visit or use of our Services;
Domain server from which you are using our Services;
Type of computer, web browsers, search engine used, operating system, or platform you use;
Data identifying the web pages you visited prior to and after visiting our website or use of our Services;
Your movement and activity within the website and Services, which is aggregated with other information;
Mobile device information, including the type of device you use, operating system version, and the device identifier (or “UDID”); and
Mobile application identification and behavior, use, and aggregated usage, performance data, and where the application was downloaded from.

D. Information We May Receive from Third Parties

We may collect additional Information about you from third party websites, social media platforms, such as, but not limited, to Facebook, Twitter, Instagram, SnapChat (“Social Media Platforms”), and/or sources providing publicly-available information (e.g., from the U.S. postal service) to help us provide services to you, help prevent fraud, and for marketing and advertising purposes.

This Privacy Policy only applies to Information collected by our Services. We are not responsible for the privacy and security practices of those other websites or Social Media Platforms or the Information they may collect (which may include IP address). You should contact such third parties directly to determine their respective privacy policies. Links to any other websites or content do not constitute or imply an endorsement or recommendation by us of the linked website, Social Media Platform, and/or content.

II. Cookies & Technologies Used to Collect Information About You

We and our third-party partners and service providers operating on our behalf may collect information about your activity, or activity on devices associated with you over time, on our sites and applications, and across non-affiliated websites or online applications. We may collect this Information by using certain technologies, such as cookies, pixels, web beacons, software developer kits, third-party libraries, and other similar technologies (“collectively referred to as “online tracking technologies”). Third-party service providers, advertisers, and/or partners may also view, edit, or set their own cookies, place web beacons, or use pixels and tags on social media posts, ads and chatbots to track click through rates on our website. The use of these technologies by such third parties is subject to their own privacy policies and is not covered by this Privacy Policy, except as required by law.

Cookies (or browser cookies). A cookie is a small file placed on the hard drive of your computer. Most web browsers automatically accept cookies. You may refuse to accept browser cookies by activating the appropriate setting on your browser. However, if you select this setting, you may be unable to access certain parts of our Services. Unless you have adjusted your browser setting so that it will refuse cookies, our system will issue cookies when you direct your browser to our website.
Pixels. We may use pixels, such as the Facebook Pixel to customize our advertising and to serve you ads on your social media based on your browsing behavior. This allows your behavior to be tracked after you have been redirected to our websites and mobile applications by clicking on the Facebook ad. Facebook Pixel stores a cookie on your device to enable us to measure the effectiveness of Facebook ads for statistical and market research purposes. We do not have access to the information collected through Facebook Pixel. However, the information collected via the Facebook Pixel is also stored and processed by Facebook. Facebook may link this information to your Facebook account and also use it for its own promotional purposes in accordance with Facebook’s Data Usage Policy. Facebook Pixel also allows Facebook and its partners to show you advertisements on and outside of Facebook.
Web Beacons. Website pages may contain small electronic files known as web beacons (also referred to as clear gifs, pixel tags, and single-pixel gifs) that permit us, for example, to count users who have visited those pages and for other related statistics (for example, recording the popularity of certain content and verifying system and server integrity). We also use these technical methods to analyze the traffic patterns, such as the frequency with which our users visit various parts of the Services. These technical methods may involve the transmission of Information either directly to us or to a third party authorized by us to collect Information on our behalf. Our Services use retargeting pixels from Google, Facebook, and other ad networks. We also use web beacons in HTML emails that we send to determine whether the recipients have opened those emails and/or clicked on links in those emails.
Analytics. Analytics are tools we use, such as Google Analytics, to help provide us with information about traffic to our website and use of our Services, which Google may share with other services and websites who use the collected data to contextualize and personalize the ads of its own advertising network. You can view Google’s Privacy Practices here: Privacy Policy – Privacy & Terms – Google.
Mobile Application Technologies. If you access our website and Services through a mobile device, we may automatically collect Information about your device, your phone number, and your physical location.

III. HOW WE USE YOUR INFORMATION

A. Use and Purpose of Processing Your Information

We use and process your Information for things that may include, but are not limited to, the following:

Provide you with the Services, and related products, promotions, newsletters, contests, sweepstakes, games, and information you request;
To process, support, fulfill, or administer transactions and orders for products and services ordered by you;
To respond to your inquiries and provide you with requested information and other communications, including by email or text messages, and including alerts and notification of promotions;
For general or targeted marketing and advertising purposes, including sending you promotional material or special offers on our behalf or on behalf of our marketing partners and/or their respective affiliates and subsidiaries and other third parties, provided that you have not already opted out of receiving such communications;
To fulfill contracts we have with you;
To manage, improve, and foster relationships with third-party service providers, including vendors, suppliers, and parents, affiliates, subsidiaries, and business partners;
Maintain, improve, customize, or administer the Services, perform business analyses, or other internal purposes to improve the quality of our business, the Services, resolve technical problems, or improve security or develop other products and services;
Comply with our Terms & Conditions;
Analytics for business purposes and business intelligence;
Comply with any applicable laws and regulations and respond to lawful requests; and/or
For any other purposes disclosed to you at the time we collect your Information and/or pursuant to your consent.

We may also use Information that has been de-identified and/or aggregated for purposes not otherwise listed above.

B. Sharing Your Information

We may share and/or disclose your Information as set forth in the Privacy Policy and in the following circumstances:

Third-Party Service Providers. We may share your Information with third-party service providers that perform certain functions or services on our behalf (such as to host the Services, fulfill orders, provide products and services, manage databases, perform analyses, process credit card payments, provide customer service, or send communications for us by email, text message or other means). These third-party service providers are authorized to use your Information only as necessary to provide these services to us. In some instances, we may aggregate Information we collect so third parties do not have access to your particular Information to identify you individually.
Disclosure of Information for Legal and Administrative Reasons. We may disclose your Information without notice: (i) when required by law or to comply with a court order, subpoena, search warrant, or other legal process; (ii) to cooperate or undertake an internal or external investigation or audit; (iii) to comply with legal, regulatory or administrative requirements of governmental authorities (including, without limitation, requests from the governmental agency authorities to view your Information); (iv) to protect and defend the rights, property or safety of us, our subsidiaries and affiliates and any of their officers, directors, employees, attorneys, agents, contractors and partners, and the Service users; (v) to enforce or apply our Terms & Conditions; and (vi) to verify the identity of the user of our Services.
Business Transfers. Your Information may be transferred, sold, or otherwise conveyed (“Conveyed”) to a third party where we: (i) merge with or are acquired by another business entity; (ii) sell all or substantially all of our assets; (iii) are adjudicated bankrupt; or (iv) are liquidated or otherwise reorganize. You agree to any and all such Conveyances of your Information.
Information Shared with our Subsidiaries and Affiliates. We may share your Information with our subsidiaries and affiliates. If you do not want us to share your Information with our subsidiaries and affiliates, please email us at privacy@sabres.com.
With Your Consent. We may share Information consistent with this Privacy Policy with your consent.

IV. LINKS TO OTHER WEBSITES

Our Services may contain links to other websites or services that are not owned or controlled by us, including links to Social Media Platforms such as Facebook and Instagram, or may redirect you off our website away from our Services to other websites for information, other services, or to receive special offers, contests, games, sweepstakes, or for transactions or purchases.

V. INFORMATION SECURITY

We use commercially reasonable measures to provide our Services. However, you should assume that no data transmitted over the Internet or stored or maintained by us or our third-party service providers can be 100% secure. Therefore, although we believe the measures implemented by us reduce the likelihood of security problems to a level appropriate to the type of data involved, we do not promise or guarantee, and you should not expect, that your Information or private communications will always remain private or secure. We do not guarantee that your Information will not be misused by third parties. We are not responsible for the circumvention of any privacy settings or security features. You agree that we will not have any liability for misuse, access, acquisition, deletion, or disclosure of your Information.

If you believe that your Information has been accessed or acquired by an unauthorized person, you shall promptly **Contact Us** so that necessary measures can quickly be taken.

VI. DATA RETENTION

We will retain your Information for as long as needed to provide you the Services, or as permitted or required by law. If you wish to cancel your account or request that we no longer use your Information to provide you the Services, please contact us at privacy@sabres.com. We will retain and use your Information as necessary to comply with our legal obligations, resolve disputes, and enforce our agreements. In accordance with our routine record keeping, we may delete certain records that contain Information you have submitted to us. We are under no obligation to store such Information indefinitely and disclaim any liability arising out of, or related to, the destruction of such Information.

VII. NOTICE OF FINANCIAL INCENTIVE

As an incentive for providing us with your Information, you may receive a financial benefit in the form of an email coupon, discount code, promotion, or other similar reward that will be sent to you. This discount may constitute a financial incentive under certain State Privacy Laws ("Financial Incentive"). The categories of Personal Information required for us to provide the Financial Incentives may include personal identifiers such as full name and contact information including email address as well as personal and demographic information you choose to provide.

You have the right to withdraw from the Financial Incentive at any time by submitting a request to privacy@sabres.com. Please note that if you request deletion of part or all your Personal Information, that could affect your ability to qualify for the discount.

VIII. HOW WE WILL CONTACT YOU

You agree that we, our affiliates, and/or third-party service providers with whom we collaborate and contract, may communicate with you regarding our Services via electronic messages, including email, text message, or mobile push notification to, for example, send you information relating to our products and Services that we think may be of interest to you, communicate with you about promotions and discounts and other news about products and services provided by or through us through permissible targeted advertisements offered by us, our parent company, our subsidiaries, our affiliates, and other business partners

IX. YOUR INFORMATION CHOICES

1. Email: If you do not want to receive marketing and promotional emails from us, you may click on the “unsubscribe” link in the email to unsubscribe and opt out of marketing email communications or see Contact Us below for more information.
2. SMS Text Messages. You may sign up to receive marketing text messages from us or third-party service providers on our behalf (text message marketing). By voluntarily signing up for text messaging services or otherwise opting in to receive text messages (opting in via short code or entering your phone number into an on-site collection widget), you agree that you have provided us or our third-party service providers with prior express written consent to be contacted by text message, including recurring automated promotional and personalized marketing text messages. To learn more, please see our Messaging Section of our Terms here: Terms & Conditions. Please note, we will not disclose text messaging opt–in data and consent with any third parties for their marketing purposes.
3. Cookie Choices. To exercise choices regarding cookies set through our Services, as well as other types of online tracking and internet advertising, see our Cookies Policy for more details or **Contact Us**.
4. Location Choices. You can change the privacy settings of your device at any time to turn off the sharing of location information with our Services. If you choose to turn off location services, this could affect certain features or services of our Services. If you have specific questions about the privacy settings of your device, we suggest you contact the manufacturer of your device or your mobile service provider for help.
5. Notice to Certain Residents. In addition to the above methods of exercising choice, to the extent required by applicable law or as otherwise noted in the Notice to Certain Residents of Data Subject Rights, Section X below, we may provide you with additional choices regarding the processing of your Information, which you may exercise by contacting us as detailed in the “How to Contact Us” section below. We will try to comply with your request as soon as reasonably practicable as required by applicable law.

X. DATA SUBJECT REQUESTS

Subject to applicable laws based on your residency, you may have certain rights with respect to your Information. For instance, you may have the right to request that we provide you access to, correct, or delete your Information. If you would like to exercise any of these rights and/or if you believe you are entitled to additional rights that you would like to exercise regarding your Information, contact us at:

Email: privacy@sabres.com

(716) 855-4140

Write us: One Seymour H. Knox III Plaza, Buffalo, New York 14203, Attn: Privacy Officer

XI. GEOGRAPHIC LOCATION OF DATA STORAGE AND PROCESSING

Our Services are located in the United States. As such, the Services collect Information and process and store that Information in databases located in the United States. If you are visiting the Services from a country outside the United States, you should be aware that you may transfer personally identifiable Information about yourself to the United States, and that the data protection laws of the United States may not be as comprehensive as those in your own country. By visiting the Services and submitting any personally identifiable Information you consent to the transfer of such personally identifiable Information to the United States.

XII. CHILDREN'S INFORMATION

Our Services are intended for general audiences. We do not knowingly collect, use, or disclose Information from children under the age of thirteen (13) or as otherwise defined by local law without prior parental consent, except as permitted by the Children’s Online Privacy Protection Act (hereinafter “COPPA”) or other applicable law. If we become aware that a user is under thirteen (13) (or a higher age threshold where applicable) and has provided us with Information, we will take steps to comply with any applicable legal requirement to remove such Information. Contact us if you believe that we have mistakenly or unintentionally collected Information from a child under the age of thirteen (13).

If, at any time, a parent or legal guardian becomes aware that their child has provided us with Information without their consent or wishes to withdraw their consent to our use or maintenance of Information collected from their child, the parent or guardian should contact us at privacy@sabres.com and we will promptly remove such Information from our database(s). Please note that we may request proof of identity and relationship to the child before doing so.

XIII. DIFFICULTY ACCESSING OUR PRIVACY POLICY

Individuals with disabilities who are unable to usefully access our Privacy Policy online may contact us to inquire how they can obtain a copy of our policy in another, more easily readable format.

XIV. “DO NOT TRACK” SIGNALS

We do not support “Do Not Track.” Do Not Track is a preference you can set in your web browser to inform websites that you do not want to be tracked. You can enable or disable “Do Not Track” by visiting the “Preferences” or “Settings” page of your web browser. Do Not Track is different from Global Privacy Controls (“GPC”), which may notify websites of consumers’ privacy preferences regarding the sale or sharing of personal Information, or the use of sensitive personal Information.

XV. CHANGES TO THIS PRIVACY POLICY

We reserve the right to change, modify or amend this Privacy Policy at any time to reflect changes in our products and service offerings, accommodate new technologies, regulatory requirements, or other purposes. If we modify our Privacy Policy, we will update the “Effective Date” and such changes will be effective upon posting. It is your obligation to check our current Privacy Policy for any changes.

XVI. HOW TO CONTACT US

If you have any questions about this Privacy Policy or the Information we have collected about you, please contact us at the following:

Email: privacy@sabres.com

Call us: (716) 855-4140.

Write us: One Seymour H. Knox III Plaza, Buffalo, New York 14203, Attn: Privacy Officer

Last Updated: April 13, 2026