AMERICAN AIRLINES CENTER
PRIVACY POLICY

Your privacy is important to us.  American Airlines Center is committed to protecting the privacy of and personal data that it receives from customers and others.

This American Airlines Center Privacy Policy (this “Privacy Policy”) is intended to inform you of our policies and practices regarding the collection, processing, use, storage, and disclosure of your personal information pertaining to the (i) access and use of the online services we offer, including, but not limited to, all products, information, content, media, printed materials, and online or other electronic documentation (collectively, the “Services”) accessible on American Airlines Center's official websites (e.g., www.americanairlinescenter.com and www.aacntr.com), mobile applications, and social media accounts (collectively, the “Sites”), and (ii) access to or attendance of an event, including, but not limited to, use of any wireless internet services, at any of our facilities, corridors/concourses, plazas, and other areas in or adjacent to the sports and entertainment venue located at 2500 Victory Avenue, Dallas, Texas 75219 (collectively, the “Center”), each operated by or for Center Operating Company, L.P. (doing business as American Airlines Center) and its affiliates, including, but not limited to, DSE Hockey Club, LP (doing business as the Dallas Stars) and Dallas Basketball Limited (doing business as the Dallas Mavericks) (collectively, “American Airlines Center”). 

This Privacy Policy also applies when you communicate with us through other channels, such as via electronic mail (email), telephone, cellular phone or other mobile device, or when you visit the Center. 

For purposes of this Privacy Policy, personal information means information relating directly or indirectly to an identifiable individual, except as may be set forth by applicable law.

PLEASE READ THIS PRIVACY POLICY CAREFULLY TO UNDERSTAND HOW WE COLLECT, USE, STORE, DISCLOSE, AND OTHERWISE HANDLE YOUR PERSONAL INFORMATION. IF YOU DO NOT AGREE TO THIS PRIVACY POLICY, PLEASE DO NOT ACCESS THE SITES, ENGAGE US FOR THE SERVICES, OR OTHERWISE USE THE SERVICES OR PROVIDE US WITH PERSONAL INFORMATION.

USER CONSENT

By using the Services on the Sites or otherwise providing us your personal information, you agree to the terms of this Privacy Policy and you expressly consent to the collection, use, storage, and processing of your personal information by American Airlines Center and each of its affiliates, partners, contractors, service providers, and permitted agents according to this Privacy Policy. If you are a user who resides outside the United States, you understand that your personal information may be processed in countries (including the United States) where laws regarding processing of personal information may be different than the laws in your country.

WHAT TYPE OF INFORMATION DO WE COLLECT AND HOW DO WE COLLECT IT?

Personal Information You Provide to Us

When you use the Services on the Sites or otherwise contact us or provide us with personal information, American Airlines Center collects and maintains certain information (such as name, social media accounts, user names, physical addresses, mailing and shipping addresses, billing addresses, mobile phone numbers, and email addresses) in order to complete your transaction and provide you with the Services. Submission of such personal information is voluntary (except as specified otherwise in this Privacy Policy). However, please be aware that if you prefer not to provide us with your personal information, since such information may be necessary for us to provide such Services, we may not be able to, or may choose not to, make such Services available to you.

Cookies, Device, and Performance Information Collected Automatically

As you use the Services, certain information may automatically be collected, including, but not limited to, your IP Address, browser type, and operating system. American Airlines Center also collects information by using technologies and methodologies (such as “cookies”) that enable tracking or provide other information regarding your interaction with the Services on the Sites.

Cookies are small bits of information that are stored on your computer or other Device (as defined below) by your Web browser. Cookies help establish a user session and allow our systems to correctly provide site users with the appropriate information, services, and/or advertisements. Additional information about the use of cookies is described below.

When you use the Services, our technology is designed to automatically collect device identification and software signatures or browser information from your personal smart phone, tablet, computer, or other electronic devices (each a “Device”). Device information may include, but may not be limited to, Internet Protocol (IP) Address, Media Access Control (MAC) Address, geolocation information of the Device, and other device identifiers. The MAC Address is an identifier attached to a network adapter, such as your wireless (Wi-Fi) card, device, or component. Some Sites may also collect your IP Address, which is a number that is automatically assigned to your Device when you use the Internet. We assign your Device a dynamic IP Address that varies from session to session when you use the Services on the Sites. We may associate your MAC Address and IP Address with your personal information. 

If you are accessing the Sites during an event from any seat, suite, or public or private area in or adjacent to the Center, including, but not limited to, participation in any contest or activity involving the Sites, or if you are using our mobile applications, then your geolocation information may be collected and stored in our system.  We use this Device information so that our systems can communicate with your Devices and perform your requested functions.  

Aggregate Information

American Airlines Center gathers general de-identified or non-identifiable information about visits to the Sites or social media accounts using the Services on the Sites, and stores this information in log files. This information is stored in non-identifiable profiles, is not associated with a user’s account and relates to a site visitor’s activity on the Sites.  Additionally, some of the Sites may log information related to sessions, page views, dwell time, operating system and/or browser used on a device, clicks, impressions, click-through rates, and other related data. Collecting this information helps us to design the Services and target content and communications to enhance your experience during and after access.

On occasion, American Airlines Center also gathers general information about click-through usage of key features within the Services to confirm that the Services are providing the intended user experience. This information is collected in aggregate form and stored in a manner that cannot be associated with any individual.  The information includes total clicks on select features available in the Services and is used to understand how the Services are used, enabling us to improve the Services, and provide the best possible user experience for our customers.

We also use clear gif images in our HTML-based emails to let us know which emails have been opened by recipients. This allows us to gauge the effectiveness of certain communications and the effectiveness of our marketing campaigns.

We partner with a third-party ad network to either display advertising on the Services or to manage our advertising on the Sites.  Our ad network partner uses cookies and web beacons to collect non-personal information about your activities using the Services and the Sites to provide you targeted advertising based upon your interests. We do not respond to a browser’s “do not track” signal. At present, no generally accepted standards exist on how companies must respond to do not track signals. In the event a final standard is established, we will assess and provide an appropriate response to these signals.

Information Collected from Third Parties

We may receive personal information about you from third-party sources, such as ticketing providers, marketing partners, social media platforms, data providers, or third-party staffing or personnel providers.

CHILDREN

We do not knowingly collect personal information about individuals under the age of thirteen (13) and the Services and Sites are not directed to individuals under the age of thirteen (13). In accordance with our User Terms and Conditions, you must be eighteen (18) years of age or older to use the Sites. If you learn that your child has provided us with personal information online without your knowledge, you may contact us as set forth below and ask us to delete this information from our records.

DATA RETENTION 

We will establish minimum and maximum retention periods based upon the type of information collected (i.e., its sensitivity), the intended purposes of its use, legal requirements, the potential risk of harm from unauthorized use or disclosure of the information, the resolution of any pending or threatened disputes, and enforcement of our agreements. When we no longer require the personal information, we will either delete or de-identify it or, if this is not possible, securely store it in accordance with this Privacy Policy and cease use of such personal information until deletion is possible. If we de-identify your personal information (so that it can no longer be associated with you and, thus, is no longer considered personal information), we may retain this information for longer periods.

HOW DO WE USE AND DISCLOSE YOUR INFORMATION?

American Airlines Center uses your personal information to complete transactions in fulfilling your use of the Services, to respond to requests that you make concerning the Services, and to better tailor the features, performance, and support of the Services. We also use your personal information to provide you with a more effective customer experience.  In order to do so, American Airlines Center may process your information or combine it with other information that we have about you or that is publicly available.

American Airlines Center makes your information available to its employees throughout its organization on a need-to-know basis. In addition, American Airlines Center may disclose this information to third parties for the purposes of fulfilling your request to use the Services or otherwise without accounting to you or obtaining your further consent, including, but not limited to, Center concessionaires and service providers who provide services to American Airlines Center such as customer service, IT, security, fraud prevention, payment processing (as further described below), software, marketing and advertising, and legal services. Where applicable, we require contractual obligations from these third parties to ensure safeguards for the privacy and security of the information which are at least as restrictive as this Privacy Policy in handling your information. We may additionally disclose your information to sports teams, performers, artists, musicians, and/or promoters for whom we host events at the Center.

To provide secure credit card processing when ordering, orders placed on the Sites are processed using a payment gateway through our authorized third-party service providers, including, but not limited to, Ticketmaster, which operate under their own privacy policy.  American Airlines Center does not store credit card information collected from the Sites online, but it works with third parties to serve as a trusted intermediary to handle online transactions with our customers. Please see the Section “Other websites” below for details on privacy policies of these third parties.

We track IP Addresses in conjunction with user session cookies to analyze the Sites’ page flow and other aspects of the Sites. We may disclose this information, and information collected in accordance with the Section above titled “Cookies, Device, and Performance Information Collected Automatically” with service providers as set forth above.

We may create de-identified or aggregate information for the purpose of internal reporting and improving the Sites and Services.  Such information may be shared with American Airlines Center partners or other third parties. Examples of such information are X% of Services on the Sites’ users in Section XXX of the Center, etc. Neither de-identified nor aggregate information is associated with your contact information.

Emails

We use email addresses to deliver information relevant to your purchase and/or use of the Services. We reserve the right to send you emails or other electronic messages for administrative purposes (related to, for example, orders you’ve placed or events you registered for and technical notices or updates) and, unless you opt-out of receiving such communications, marketing purposes.  We also collect your email addresses voluntarily when you join our Cyber Club or otherwise request to be placed on our customer lists for events at the Center. You may unsubscribe from marketing emails by following the instructions in the email you received, by selecting the appropriate options on the Site at https://www.americanairlinescenter.com/connect-with-us/aac-insider, or by contacting us as set forth below.You will be opted out of further communications within reasonable period of time (not to exceed such period of time required by applicable law).

Feedback

You will have the option to provide feedback on your experience with the Services to improve the Services via the Feedback link and other social media links on the Sites. We may use records of your feedback, if provided, for support, training, and improvements to the Services. If you provide feedback or testimonials on the Services, the Center, or on American Airlines Center itself, or provide other user content (such as photos or videos), we may post and disclose this feedback, testimonial, or other user content, including, but not limited to, your information, on the Services, with partners, or in marketing and promotional materials. We may, in our sole discretion, edit feedback, testimonials, or user content for length, clarity, or to align with our policies. Your participation in any of these feedback programs is completely voluntary. Your comments via such social media links will not be associated with any of your personal information.

Cookies

Cookies help establish a user session and allow our systems to correctly provide Site users with the appropriate information, Services, and/or advertisements. We also use cookies to ensure you obtain the information you request and to authenticate your authority to access the Services. In addition, we use cookies to track usage in order to improve the Sites and Services in accordance with our customers' needs. You can configure your browser to not accept cookies from us or from third-party companies, like third-party advertising partners. There may be Site functionality issues and the Site itself may not function properly if your browser does not accept cookies or you choose not to accept cookies. Please see the Section above titled “Cookies, Device, and Performance Information Collected Automatically” for additional detail.

Law Enforcement, Legal Processes, and Other Uses

American Airlines Center may disclose personal information if required to do so by law, court order, subpoena, or other legal process, as requested by a governmental or law enforcement authority, when it is necessary to protect the rights or property of American Airlines Center and our customers (including, but not limited to, the Sites and/or Services or their users), or when we believe in good faith that it is in the interests of security or that disclosure is otherwise necessary or advisable. American Airlines Center and/or its service providers may be required by law, by government authorities or by law enforcement officers acting under law, to allow them access to some or all of your communications on or through the Services and/or the Sites. By using the Services, you expressly consent to the transfer of your communications, including, but not limited to, identifying information associated with the use of the Internet via your Device, as well as certain necessary personal information, searches, or communications, to American Airlines Center and/or its service providers, in order to receive the Services and to comply with legal requirements. You also understand and expressly agree that: (i) American Airlines Center and its service providers are obligated to enable access to any of the information discussed in this Policy to governmental or law enforcement authorities for law enforcement purposes; and (ii) American Airlines Center and its service providers may disclose any such information if served with a court order, subpoena, or other legal process.

Sale of Assets

We reserve the right to assign or transfer your information to any successor-in-interest to our organization associated with the Center or the Services, whether by merger, reorganization, sale of all or substantially all of our assets or equity interests, or operation of law, without accounting to you or obtaining your further consent.

HOW CAN YOU ACCESS YOUR INFORMATION?

If you are registered for and have used the Services, or have otherwise provided us your personal information, you may send a request for copies of information that we hold by contacting us as set forth below.

REGIONAL PRIVACY POLICY INFORMATION NOTICE

The Regional Privacy Policy Information set forth in this section supplements this Privacy Policy and applies solely to personal information collected about residents of California, Texas, or other states with laws that require additional notice information and which provide consumer data privacy rights such as the California Privacy Rights Act and Texas Data Privacy and Security Act (“Regional Laws”). Some of the rights set forth in this section may apply to you depending in which state you are a resident.

Right of Access

Certain consumers may have the right to disclosure of information about our collection or disclosure for a business purpose of their personal information, including, to the extent applicable, the following:

• The categories and specific pieces of personal information we have collected about such consumer during the immediately preceding twelve (12) months
• The categories of sources from which such personal information has been collected
• The categories of third parties to whom we have disclosed such personal information 
• The business or commercial purpose for collecting or selling such personal information
• The categories of such consumer’s personal information we have disclosed for a business purpose, by category for each category of third parties to whom the personal information was sold or disclosed, or we will state that we have not sold or disclosed for a business purpose such consumer’s personal information
• The specific pieces of personal information we have collected about such consumer in a portable, and to the extent technically feasible, readily usable format

Please see the information we provide in this Privacy Policy regarding these details. We will provide appropriate disclosures upon receipt of a verifiable request, to the extent required by law (or in our discretion if not required by law) and as permitted by our contracts, confidentiality obligations, and applicable laws and regulations. We may not be able to provide all of the information requested, including, by way of example and without limitation: (i) if the personal information was collected for a single one-time transaction and if, in the ordinary course of business, such information was not retained; (ii) if we would be required to re-identify or otherwise link any data that, in the ordinary course of business, was not maintained in a manner that would be considered personal information; (iii) if the consumer used different browsers, devices, or identifying information and we have not linked all such information together; and/or (iv) if the information was collected or disclosed outside of the required reporting period. If we receive more than two (2) requests for disclosure from a particular consumer within a twelve (12)-month period, we may decline to respond to such additional requests to the extent permitted under applicable law and regulations.

In addition, we may, to the extent permitted under applicable law and regulations, continue to process data: (i) that is personal information of a consumer, including, but not limited to, aggregate information, de-identified information, or publicly available information; (ii) where such processing is otherwise permitted under Regional Laws or where the processing of data is otherwise exempt; (iii) where such processing is required under applicable law or regulations; (iv) where deemed advisable by us to protect our legal rights; (v) where necessary to comply with our contractual requirements or other applicable laws or regulations, or (vi) where information is not covered by Regional Laws or another Regional Law exception applies. 

Right to Opt-Out of Sale or Targeted Advertising or Profiling

We do not as a matter of course “sell” or “share” personal information as defined by Regional Laws.

Right to Deletion

Certain consumers have the right to request deletion of their personal information by contacting us as set forth below and providing the required verification information and other details needed to handle the request appropriately.

Non-Discrimination and Non-Retaliation

Certain consumers have the right not to receive discriminatory or retaliatory treatment for exercising any of the privacy rights conferred by the Regional Laws, except as permitted under Regional Laws. If you believe you have received discriminatory or retaliatory treatment for exercising your privacy rights, please contact us at legal@aacntr.com.

Right to Correction

Certain consumers have the right to request correction of their inaccurate personal information by contacting us as set forth below and providing the required verification information and other details needed to handle the request appropriately.

Right to Limit Use of Sensitive Data

Please do not provide us any sensitive personal information, as it is not needed for us to provide the Site or the Services. As a matter of practice, we do not process sensitive personal information (as defined in Regional Laws). If you think we have processed your sensitive personal information, please contact us as set forth below.

Exercising Your Rights

If you would like to exercise your rights above or appeal a decision, we’ve made about responding to one of your rights requests, please contact us as set forth below.

In your request, please specify which right you are seeking to exercise and the scope of the request. We may require specific information from you to help us verify your identity and process your request. If we are unable to verify your identity, we may deny your request. You can designate an authorized agent to submit requests on your behalf. However, we may require written proof of the agent’s permission to do so and verify your identity directly.

When you submit a request, do not send us, directly or indirectly, any sensitive or special categories of personal information (e.g., social security numbers or other national or state identifiers, health information, biometric data or genetic characteristics, criminal background information, financial account numbers, payment card information, etc.).

We will evaluate and respond to your request to the extent required by law (or in our discretion if not required by law) in the time required by law, and as permitted by our contracts, confidentiality obligations, and applicable laws and regulations. We may not be able to provide all of the information requested or fulfill your request due to certain exceptions enumerated under applicable law. In such a case, you will inform you of the reasons we cannot fulfill all or parts of your request.

HOW IS THE INFORMATION COLLECTED ONLINE PROTECTED?

American Airlines Center maintains commercially reasonable safeguards intended to ensure the security, integrity, and privacy of your personal information. Such security safeguards are intended to be appropriate to the sensitivity of the personal information collected.   American Airlines Center will regularly review its security standards and procedures to protect against unauthorized access to personal information. When you place orders to purchase services or access your account information, we use secure servers to protect your personal information. Secure Socket Layer (SSL) software encrypts the personal information that is transmitted between you and our websites.

Although American Airlines Center takes reasonable steps to safeguard and to prevent unauthorized access to your personal information, it cannot be responsible for the acts of those who gain unauthorized access, and American Airlines Center makes no warranty, express, implied, or otherwise, that we will prevent unauthorized access to your private information. The transmission of information via the internet is not completely secure. Any transmission of personal information is at your own risk.

Personal information may be processed by American Airlines Center in the country where it was collected as well as other countries (including the United States) where laws regarding processing of personal information may be different. Please note that personal information gathered online from the Services will be transmitted, stored, and processed in the United States and Canada.  By submitting your personal information to American Airlines Center, you expressly consent to the collection, transmittal, storage, use, and processing of your personal information according to this Privacy Policy. 

OTHER WEBSITES

This Privacy Policy covers only the Services for American Airlines Center and its corporate affiliates. While we make reasonable efforts to protect your personal information, we do not control the policies of third-party sites accessible from links on the Sites (“Third-Party Sites”). As such, we have no control over Third-Party Sites' privacy policies or use of any personal information you or others may share with them.  The use of a Third-Party Site or any information or other content found on Third-Party Sites is subject to and governed by the terms and conditions of such Third-Party Sites. We encourage you to review the privacy policies posted on such Third-Party Sites.

PROTECT YOUR PERSONAL INFORMATION

In order to protect your privacy and American Airlines Center's proprietary databases and systems, we recommend that you do not share any of your personal information with any third-party information aggregators that would allow them access to sensitive account information.

HOW CAN YOU CONTACT US?

If you have comments/questions about this Privacy Policy or would like to submit any request referenced herein, please email us at userrequests@aacntr.com or call (888) 754-8332. Please reference this Privacy Policy in those communications.

CHANGES TO THE POLICY

American Airlines Center, in its discretion, may change, amend, interpret, modify, or withdraw any portion of this Privacy Policy and related business practices at any time by posting updated text on the Sites, and your continued use of the Services constitutes your consent to those changes.

Last updated: February 2026