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American Airlines Center Website Privacy Policy

Your privacy is important to us

American Airlines Center is committed to protecting the privacy and personal data it receives from customers.

This Privacy Policy is intended to inform you of our policies and practices regarding the collection, use, and disclosure of your personal information pertaining to the access and use of the online services offered, and all products, information content, media, printed materials and online or other electronic documentation (the “Services”) accessible on American Airlines Center's official websites, including and, mobile applications and social media accounts (collectively, the “Sites”) operated by or for Center Operating Company, LP, doing business as American Airlines Center, and its affiliates, including DSE Hockey Club, LP (d/b/a Dallas Stars) and Dallas Basketball Limited (d/b/a Dallas Mavericks) (collectively “American Airlines Center”).

This Privacy Policy applies only to information collected, used and stored when you use the Services on the Sites. While American Airlines Center strives to take reasonable measures to protect the privacy of our customers, this Privacy Policy is not a contract and does not create any legal rights or obligations. Rather, the following are guidelines for protecting the information that you provide to us. 

User consent

By using the Services on the Sites, you agree to the terms of this Privacy Policy and you expressly consent to the collection, use and processing of your personal information by American Airlines Center and each of their 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 personally identifiable information may be processed in countries (including the United States) where laws regarding processing of personal information may be less stringent than the laws in your country.

What type of information do we collect?

Personal information you provide to us

When you use the Services on the Sites, American Airlines Center collects and maintains certain personally identifiable information (such as name, IP addresses, social media accounts, user names, physical addresses, mailing and shipping addresses, billing addresses, geolocation, device identifiers, credit card numbers, mobile phone numbers, and email addresses) in order to complete your transaction and provide you with the Services on the Sites. Submission of such personally identifiable 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.

Device and Performance Information

When you use the Services on the Sites, our technology is designed to collect device identification and software signatures or browser information from your personal smart phone, tablet or computer devices (each a “Device”) and passes this data back to our system.  If you are accessing the Sites during an event from any seat, suite or public or private area in or adjacent to the American Airlines Center operated by or for AAC (collectively, the "Venue"), including your 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 servers can respond back to your Devices and perform your requested functions.  All Device data is linked to your personal information so that it can be shown as historical information for your account.

Cookies and other information collected via technology

As you use the Services on the Sites, certain information may automatically be collected, including your Internet protocol 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 by your Web browser. Cookies help establish a user session and allow our server to correctly provide site users with the appropriate information, services and/or advertisements. Additional information about the use of cookies is described below.

If you are accessing the Sites using a Device or if you are using our mobile application, we will collect the Media Access Control Address or "MAC Address" of the Device that you are using to access the Services on the Sites. The MAC Address is an identifier attached to a network adapter, such as your wireless (Wi-Fi) card, device or component. An "Internet protocol address" or "IP Address" is a number that is automatically assigned to your computer when you use the Internet. We assign your computer or 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 personally identifiable information.

Aggregate Information

American Airlines Center gathers general information about visits to our official websites or social media accounts using the Services on the Sites and stores this information in log files. This information is stored in anonymous profiles and is not associated with a user’s account. This information includes the number of total visits to the Sites, and which browser is used to view the Sites (including the version number) and specific features or pages on the Sites.  Additionally we may know the date, time, websites and website pages that you visit using the Services on the Sites and the geolocation of the Device that you are using. Collecting this information helps us to design our 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 our 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 our service and is used to understand how our service is used, enabling us to improve the service, and provide the best possible user experience for our customers.

We also use clear gifs 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-personally identifiable information about your activities using our Services and the Sites to provide you targeted advertising based upon your interests. We do not respond to a browsers “do not track” signal.


We do not knowingly collect personally identifiable information about Services on the Sites users who are under the age of 13. If you learn that your child has provided us with personal information online without your knowledge, you may contact us by sending an email to or by calling 1-214-665-4893, and ask us to delete this information from our records.

Retention Policy

We will establish minimum and maximum retention periods based upon the type of information collected (i.e. sensitivity), the intended purposes and as otherwise may be legally required.

Public Forums

American Airlines Center has made available public forums on the Sites so that you may have an opportunity to interact with other visitors of the Sites (including events at the Venue) and to share information or participate in social media postings or community activities related to the Venue. Since public forum participation is voluntary, you control what personal information may be disclosed to others. In order to avoid your personal information from being gathered and used by others for unsolicited or inappropriate purposes, American Airlines Center recommends that you use caution when sharing personal information in such public forums and you do so at your own discretion and risk.  American Airlines Center does not monitor such public forums and is not responsible or liable for any personal information posted in the public forums.

How do we use your information?

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

In addition, American Airlines Center may share this information with contracted third parties, for the purposes of fulfilling your request to use the Services on the Sites. American Airlines Center reserves the right to share, rent or sell your personal information (including Services information and any data or content gathered via the Sites) with third parties, and to trade or exchange mailing listed with our service providers and third party organizations without accounting to you or obtaining your prior consent. We require strict 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.

To provide secure credit card processing when ordering, orders place on the Sites are processed using a payment gateway through our authorized third party service providers, including 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 trust intermediary to handle online transactions with our customers.

We track IP Addresses in conjunction with user session cookies to analyze our Web page flow. We may use records of your feedback, if provided, for support, training and improvements to the Services on the Sites.

We may create anonymous or aggregate information for the purpose of internal reporting and improving our service offerings to you.  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 xx of the Venue, etc. Neither anonymous nor aggregate information is associated with your contact information and neither includes personally identifiable information.


We use email addresses to deliver information relevant to your purchase and/or use of the Services on the Sites. We reserve the right to send you emails or other electronic messages for administrative and/or marketing purposes unless you opt-out.  We also collect your email addresses voluntarily when you join our Cyber Club or otherwise request to be placed on our customer lists for specific events at the Venue.

Online feedback

You will have the option to provide feedback on your experience with the Services on the Sites to improve our services via the Feedback link and other social media links on the Sites. Your participation is completely voluntary. Your comments via such social media links will not be associated with any of your personal information.


Cookies help establish a user session and allow our server 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 on the Sites. In addition, we use cookies to track usage in order to improve the Sites and Services in accordance with our customers' needs.

While most people accept cookies, you can configure your browser to not accept cookies from us or from third party companies, like third party ad servers. If you choose not to accept our cookies, however, and are a registered user, you will not have access to your personal information on the Sites.  In addition, if you disable our cookies you will not be able to use our Services on the Sites. There may also be other site functionality which may not function properly if your browser does not accept cookies.

Domain names

Information regarding domain names is aggregated to measure the number of visits, average time spent on the Sites, pages viewed and similar site usage information in order to know how to improve the Sites’ content.


No information we collect from children known to be under the age of 13 is used for any marketing or promotional purposes. Such information is used solely to provide the Services with parental consent. However, we will give out personal information about children if required by law, for example, to comply with a court order or subpoena or to protect the safety and security of visitors and our Sites.

Law enforcement / Legal processes / 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, our customers, our websites 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 color of law, to allow them access to some or all of your communications on or through the Services on the Sites. By using the Services on the Sites you expressly consent to the transfer of your communications, including identifying information associated with the use of the Internet via your device, as well as certain necessary personally identifiable information, searches or communications, to American Airlines Center and/or its service providers in the American Airlines Center States, in order to receive the Services on the Sites and to comply with legal requirements. You also understand and expressly agree that: 1) American Airlines Center's 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 2) 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 Venue or the Services on the Sites by merger, reorganization, sale of all or substantially all of our assets or equity interests or operation of law.

How can you access your information?

If you are registered and have used our Services that you can send a request to for copies of information that our  system holds.

American Airlines Center may send required notifications via e-mail to keep you informed of the status of your orders or accounts and to provide updates and technical notices. This service is used for messages that are important for the features and functionality of our Services on the Sites.  When you purchase Venue tickets or products or register for one of our Services online, we require an e-mail address for completion of the transaction, which we will use for these communications.  In order to stop receiving these notifications, please contact our technical support team at You will be opted out of further communications within reasonable period of time (not to exceed 30 business days).

How is the information collected online protected?

American Airlines Center maintains commercially reasonable safeguards to ensure the security, integrity and privacy of the personal information provided by you. 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 private 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.

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 less stringent. Please note that personal information gathered online from the Services on the Sites 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 on the Sites for American Airlines Center and its corporate affiliates. While we make every effort to protect your information on our websites, we do not control the policies of third-party sites accessible from links on our 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. Please do not assume that this Privacy Policy covers those other sites.

Protect your personal information

In order to protect your privacy and American Airlines Center's proprietary databases and systems, we recommend that you not share any of your personally identifiable 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 or questions about this Privacy Policy, please email us at Please reference this Privacy Policy in those communications.

Legal effect and changes to the policy

As indicated, this Privacy Policy is not a contract nor does it otherwise create any legal rights or obligations. Rather, this Privacy Policy merely reflects guidelines setting forth American Airlines Center's intended business practices. American Airlines Center, in its discretion, may 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 on the Sites constitutes your consent to those changes.

This Privacy Policy is effective as of August 18, 2020.