privacy policy

At Miai Brand Partnerships Ltd we’re committed to protecting and respecting your privacy


welcome to the Miai Brand Partnership’s privacy policy. 

Miai Brand Partnerships Limited (“Miai”) respects your privacy and is committed to protecting your personal data. This privacy policy will inform you as to how we look after your personal data when you visit our website (regardless of where you visit it from), and when you communicate with us in other ways, and tells you about your privacy rights and how the law protects you.

1. important information and who we are

purpose of this privacy policy

This privacy policy aims to give you information on how Miai collects and processes your personal data through your use of this website or when you communicate with us in other ways, including any data you may provide through this website or offline.
It is important that you read this privacy policy together with any other privacy policy or fair processing policy we may provide on specific occasions when we are collecting or processing personal data about you so that you are fully aware of how and why we are using your data. This privacy policy supplements other notices and privacy policies and is not intended to override them.


Miai is the controller and responsible for your personal data (collectively referred to as “Miai”, “we”, “us” or “our” in this privacy policy).
We have appointed a data protection officer (DPO) who is responsible for overseeing questions in relation to this privacy policy. If you have any questions about this privacy policy, including any requests to exercise your legal rights, please contact the DPO using the details set out below.

contact details

If you have any questions about this privacy policy or our privacy practices, please contact our DPO in the following ways:
Full name of legal entity: Miai Brand Partnerships Limited
Email address:
Postal address: 1 Lynwood Villas, Cavendish Road, Weybridge Surrey, KT13 0JN
You have the right to make a complaint at any time to the Information Commissioner’s Office (ICO), the UK supervisory authority for data protection issues ( We would, however, appreciate the chance to deal with your concerns before you approach the ICO so please contact us in the first instance.

changes to the privacy policy and your duty to inform us of changes

We keep our privacy policy under regular review. This version was last updated in April 2021.

It is important that the personal data we hold about you is accurate and current. Please keep us informed if your personal data changes during your relationship with us.

third party links

This website may include links to third-party websites, plug-ins and applications. Clicking on those links or enabling those connections may allow third parties to collect or share data about you. We do not control these third-party websites and are not responsible for their privacy statements. When you leave our website, we encourage you to read the privacy policy of every website you visit.


2. the data we collect about you

Personal data, or personal information, means any information about an individual from which that person can be identified. It does not include data where the identity has been removed (anonymous data).

We may collect, use, store and transfer different kinds of personal data about you which we have grouped together follows:

  •  Identity Data includes first name, last name, username or similar identifier, marital status, title, date of birth and gender.
  • Contact Data includes address, email address and telephone numbers.
  • Financial Data includes bank account and payment card details.
  • Technical Data includes internet protocol (IP) address, your login data, browser type and version, time zone setting and location, browser plug-in types and versions, operating system and platform and other technology on the devices you use to access this website.
  • Transaction Data includes details about payment to and from you and other details of products and services you have purchased from us.
  • Profile Data includes your username and password, your interests, preferences, feedback and survey responses.
  • Usage Data includes information about how you use our website, products and services.
  • Marketing and Communications Data includes your preferences in receiving marketing from us and our third parties and your communication preferences.

We do not collect any Special Categories of Personal Data about you (this includes details about your race or ethnicity, religious or philosophical beliefs, sex life, sexual orientation, political opinions, trade union membership, information about your health and genetic and biometric data). Nor do we collect any information about criminal convictions and offences.

if you fail to provide personal data

Where we need to collect personal data by law, or under the terms of a contract we have with you and you fail to provide that data when requested, we may not be able to perform the contract we have or are trying to enter into with you (for example, to provide you with services). In this case, we may have to cancel a service you have with us but we will notify you if this is the case at the time.


3. how is your personal data collected?

We use different methods to collect data from and about you including through:

  • Direct interactions. You may give us your Identity, Contact Data and Financial Data by filling in forms or by corresponding with us by post, phone, email or otherwise. This includes personal data you provide when you:
    • apply for our services;
    • subscribe to our services;
    • request marketing to be sent to you;
    • enter a competition, promotion or survey; or
    • give us some feedback.
  • Automated technologies or interactions. As you interact with our website, we may automatically collect Technical Data about your equipment, browsing actions and patterns. We collect this personal data by using cookies and other similar technologies. Please see our cookie policy [LINK] for further details.
  • Third parties or publicly available sources. We may receive personal data about you from various third parties and public sources as set out below:
    • Technical Data from the following parties:
    (a) analytics providers;
    (b) advertising networks; and
    (c) search information providers.
  • Contact Data from providers of technical services.
  • Identity and Contact Data from data brokers or aggregators.
  • Identity and Contact Data from publicly availably sources such as Companies House and the Electoral Register based inside the EU.


4. how we use your personal data

We will only use your personal data when the law allows us to. Most commonly, we will use your personal data in the following circumstances:

  • Where we need to perform the contract we are about to enter into or have entered into with you.
  • Where it is necessary for our legitimate interests (or those of a third party) and your interests and fundamental rights do not override those interests.
  • Where we need to comply with a legal or regulatory obligation.

Generally we do not rely on consent as a legal basis for processing your personal data other than in relation to sending third party direct marketing communications to you via email or text message. You have the right to withdraw consent to marketing at any time by contacting us.

purposes for which we will use your personal data

We have set out below, in a table format, a description of all the ways we plan to use your personal data, and which of the legal bases we rely on to do so. We have also identified what our legitimate interests are where appropriate.
Note that we may process your personal data for more than one lawful ground depending on the specific purpose for which we are using your data. Please contact us if you need details about the specific legal ground we are relying on to process your personal data where more than one ground has been set out in the table below.



Type of data

Lawful basis for processing including
basis of legitimate interest

To register you as a new customer

(a) Identity

(b) Contact

Performance of a contract with you

To process and deliver your order including:

(a) Manage payments, fees and charges

(b) Collect and recover money owed to us

(a) Identity

(b) Contact

(c) Financial

(d) Transaction

(e) Marketing and Communications

(a) Performance of a contract with you

(b) Necessary for our legitimate interests
(to recover debts due to us)

To manage our relationship with you which will include:

(a) Notifying you about changes to our terms or privacy policy

(b) Asking you to leave a review or take a survey

(a) Identity

(b) Contact

(c) Profile

(d) Marketing and Communications

(a) Performance of a contract with you

(b) Necessary to comply with a legal obligation

(c) Necessary for our legitimate interests
(to keep our records updated and to study how customers use our products/services)

To enable you to partake in a prize draw, competition or complete a survey

(a) Identity

(b) Contact

(c) Profile

(d) Usage

(e) Marketing and Communications

(a) Performance of a contract with you

(b) Necessary for our legitimate interests (to study how customers use our products/services, to develop them and grow our business)

To administer and protect our business and this website (including troubleshooting, data analysis, testing, system maintenance, support, reporting and hosting of data)

(a) Identity

(b) Contact

(c) Technical

(a) Necessary for our legitimate interests (for running our business, provision of administration and IT services, network security, to prevent fraud and in the context of a business reorganisation or group restructuring exercise)

(b) Necessary to comply with a legal obligation

To deliver relevant website content and advertisements to you and measure or understand the effectiveness of the advertising we serve to you

(a) Identity

(b) Contact

(c) Profile

(d) Usage

(e) Marketing and Communications

(f) Technical

Necessary for our legitimate interests (to study how customers use our products/services, to develop them, to grow our business and to inform our marketing strategy)

To use data analytics to improve our website, products/services, marketing, customer relationships and experiences

(a) Technical

(b) Usage

Necessary for our legitimate interests (to define types of customers for our products and services, to keep our website updated and relevant, to develop our business and to inform our marketing strategy)

To make suggestions and recommendations to you about goods or services that may be of interest to you

(a) Identity

(b) Contact

(c) Technical

(d) Usage

(e) Profile

Necessary for our legitimate interests (to develop our products/services and grow our business)

promotional offers from us

We may use your Identity, Contact, Technical and Usage Data to form a view on what we think you may want or need, or what may be of interest to you. This is how we decide which services and offers may be relevant for you (we call this marketing).
You will receive marketing communications from us if you have requested information from us or previously entered into a competition or event with us and you have not opted out of receiving that marketing.

third-party marketing

We will get your express opt-in consent before we share your personal data with any third party for marketing purposes.

opting out

You can ask us or third parties to stop sending you marketing messages at any time by following the opt-out links on any marketing message sent to you or by contacting us at any time.


You can set your browser to refuse all or some browser cookies, or to alert you when websites set or access cookies. If you disable or refuse cookies, please note that some parts of this website may become inaccessible or not function properly. For more information about the cookies we use, please view our cookies policy here.

change of purpose

We will only use your personal data for the purposes for which we collected it, unless we reasonably consider that we need to use it for another reason and that reason is compatible with the original purpose. If you wish to get an explanation as to how the processing for the new purpose is compatible with the original purpose, please contact us.
If we need to use your personal data for an unrelated purpose, we will notify you and we will explain the legal basis which allows us to do so.
Please note that we may process your personal data without your knowledge or consent, in compliance with the above rules, where this is required or permitted by law.


5. disclosures of your personal data

We may share your personal data with the parties set out below for the purposes set out in the table above.

  • Service providers acting as processors based in the UK who provide IT and system administration services.
  • Professional advisers acting as processors or joint controllers including lawyers, bankers, auditors and insurers based in the UK who provide consultancy, banking, legal, insurance and accounting services.
  • HM Revenue & Customs, regulators and other authorities acting as processors or joint controllers based in the UK who require reporting of processing activities in certain circumstances.

We require all third parties to respect the security of your personal data and to treat it in accordance with the law. We do not allow our third-party service providers to use your personal data for their own purposes and only permit them to process your personal data for specified purposes and in accordance with our instructions.


6. international transfers

We do not transfer your personal data outside the European Economic Area (EEA).


7. data security

We have put in place appropriate security measures to prevent your personal data from being accidentally lost, used or accessed in an unauthorised way, altered or disclosed. In addition, we limit access to your personal data to those employees, agents, contractors and other third parties who have a business need to know. They will only process your personal data on our instructions and they are subject to a duty of confidentiality.
We have put in place procedures to deal with any suspected personal data breach and will notify you and any applicable regulator of a breach where we are legally required to do so.


8. data retention

how long will you use my personal data for? 

We will only retain your personal data for as long as reasonably necessary to fulfil the purposes we collected it for, including for the purposes of satisfying any legal, regulatory, tax, accounting or reporting requirements. We may retain your personal data for a longer period in the event of a complaint or if we reasonably believe there is a prospect of litigation in respect to our relationship with you.

To determine the appropriate retention period for personal data, we consider the amount, nature and sensitivity of the personal data, the potential risk of harm from unauthorised use or disclosure of your personal data, the purposes for which we process your personal data and whether we can achieve those purposes through other means, and the applicable legal, regulatory, tax, accounting or other requirements.

By law we have to keep basic information about our customers (including Contact, Identity and Transaction Data) for six years after they cease being customers for tax purposes.

In some circumstances you can ask us to delete your data: see your legal rights as set out below for further information.
In some circumstances we will anonymise your personal data (so that it can no longer be associated with you) for research or statistical purposes, in which case we may use this information indefinitely without further notice to you.


9. your legal rights

Under certain circumstances, you have rights under data protection laws in relation to your personal data. You have the right to:

Request access to your personal data (commonly known as a “data subject access request”). This enables you to receive a copy of the personal data we hold about you and to check that we are lawfully processing it.

Request correction of the personal data that we hold about you. This enables you to have any incomplete or inaccurate data we hold about you corrected, though we may need to verify the accuracy of the new data you provide to us.

Request erasure of your personal data. This enables you to ask us to delete or remove personal data where there is no good reason for us continuing to process it. You also have the right to ask us to delete or remove your personal data where you have successfully exercised your right to object to processing (see below), where we may have processed your information unlawfully or where we are required to erase your personal data to comply with local law. Note, however, that we may not always be able to comply with your request of erasure for specific legal reasons which will be notified to you, if applicable, at the time of your request.

Object to processing of your personal data where we are relying on a legitimate interest (or those of a third party) and there is something about your particular situation which makes you want to object to processing on this ground as you feel it impacts on your fundamental rights and freedoms. You also have the right to object where we are processing your personal data for direct marketing purposes. In some cases, we may demonstrate that we have compelling legitimate grounds to process your information which override your rights and freedoms.

Request restriction of processing of your personal data. This enables you to ask us to suspend the processing of your personal data in the following scenarios:

  • If you want us to establish the data’s accuracy.
  • Where our use of the data is unlawful but you do not want us to erase it.
  • Where you need us to hold the data even if we no longer require it as you need it to establish, exercise or defend legal claims.
  • You have objected to our use of your data but we need to verify whether we have overriding legitimate grounds to use it.

Request the transfer of your personal data to you or to a third party. We will provide to you, or a third party you have chosen, your personal data in a structured, commonly used, machine-readable format. Note that this right only applies to automated information which you initially provided consent for us to use or where we used the information to perform a contract with you.

Withdraw consent at any time where we are relying on consent to process your personal data. However, this will not affect the lawfulness of any processing carried out before you withdraw your consent. If you withdraw your consent, we may not be able to provide certain products or services to you. We will advise you if this is the case at the time you withdraw your consent.

If you wish to exercise any of the rights set out above, please contact us.

no fee usually required

You will not have to pay a fee to access your personal data (or to exercise any of the other rights). However, we may charge a reasonable fee if your request is clearly unfounded, repetitive or excessive. Alternatively, we could refuse to comply with your request in these circumstances.

what we may need from you

We may need to request specific information from you to help us confirm your identity and ensure your right to access your personal data (or to exercise any of your other rights). This is a security measure to ensure that personal data is not disclosed to any person who has no right to receive it. We may also contact you to ask you for further information in relation to your request to speed up our response.

time limit to respond

We try to respond to all legitimate requests within one month. Occasionally it could take us longer than a month if your request is particularly complex or you have made a number of requests. In this case, we will notify you and keep you updated.


BTW Alpine F1 Team


We fought for pole position by partnering with F1 team; Alpine; breaking Xbox into a new sport with a bold creative campaign

Krispy Kreme + Xbox Year 2

We revved engines across the UK & Ireland a 2nd time, with the Forza Fiesta donut. Inspired by the eponymous motorsport sandbox game, Forza Horizon 5.

The collaboration took over the flagship Krispy Kreme box design, with vibrant yellow and gorgeous pink. The collaboration once again came with gamepass codes with each Donut purchased, and the chance with an Xbox Series S console.

Working with F1 driver Lando Norris, we hosted a meet and greet, where fans compete with him on driving simulators to win a coveted, signed Krispy Kreme hat.


Chilly's + Xbox

Gamers love slamming H2O. Combining the Xbox Masterbrand with a touch of retro-futurism, we launched 3 limited-edition Xbox x Chilly’s water bottles!

Bottles were given away as incentive prizing through influencer livestreams and the Xbox official channels. If you’re lucky, you can go and pick up one yourself online.

view our gallery:

H&M + Animal Crossing

In praise of recycling and sustainability, we created an exclusive H&M island on Animal Crossing. Players could donate their unwanted clothes to pick up recycled H&M garments in-game!

We worked with H&M ambassador Maisie Williams to create a series of video creatives, we even put Maisie in the game as an avatar for fans to interact with!

Oreo + Xbox

We had fun, with a little cheating.

Xbox and Oreo teamed up to turn Oreo Cookies into a gaming experience. Inspired by the Xbox controller design, Oreo cookies were embossed with buttons and joystick directions. Gamers could scan unique combinations of these cookies to unlock hidden in-game features in Halo, Forza and Sea of Thieves!

Additionally to a custom Oreo dunkin’ Xbox Series S and a TVC, this activation broke the internet across 28 countries and picked up a staggering 96 awards, including 4 Cannes Lions.

view the gallery

Trapstar + Xbox

Celebrating risk-takers online & offline! Trapstar & Xbox released a limited edition run of co-branded football jerseys that were available for public purchase for just one hour.

We celebrated the launch with a spectacular event at the Tate Modern, with a guest list including Central Cee, Rondasosa & Maya Jama.

A Forza motorsport competition during the DJ set, was held where party invitees burned rubber toe-to-toe for the fastest lap time. The winner won a 1-of-10 limited edition Trapstar Series S console, the remaining nine were gifted to celebrity friends and family.


Animals Crossing


When Pandora launched their new Pandora ME collection in 2021, they wanted an innovative new way to showcase the jewellery.  We partnered with video game Animal Crossing New Horizons to create a special Pandora ME island in the game. The campaign featured global celebrity ambassadors Charli XCX, Donté Colley, Cecilia Cantarano and Beabadoobee, with their avatars and houses appearing in the game.  Players could explore a chilled hangout zone, dancefloor, DJ booth, diner and water garden, as well as Pandora’s office and jewellery workshop, showing the new collection coming to life. At the official Pandora ME launch event, we created and ran a game station where attendees could play and explore the Pandora ME island in the game.



In August 2021, Xbox announced a partnership with the English Football Association (FA) as part of a long-term sports strategy, lighting Wembley up in green to celebrate their sponsorship of the England Senior Men’s and Women’s teams. Since then, we’ve created some distinct football campaigns to maximise Xbox’s partnership with the FA.

In the run up to the Men’s World Cup tournament, we worked with the FA to create a digital campaign that saw England players Declan Rice, Phil Foden and Tammy Abraham compete in a series of real-life challenges inspired by some of Xbox’s most iconic in-game worlds to win a limited-edition signed Xbox Series X consoles for fans.

We further supported Xbox in activating their access rights across the international football season, enabling us to arrange LED exposure, offer ticket giveaways and grant behind the scenes access to fans. This included inviting beneficiaries from videogames industry charity Special Effect to a special open training session at St George’s Park.

animals crossing


The H&M / Animal Crossing brand partnership was designed to celebrate H&M’s sustainability drive and promote its innovative world-first in store recycling system Looop. The campaign targeted, engaged and connected with gamers, gaming influencers and gaming press to raise awareness of sustainability and recycling in fashion amongst a young and eco-conscious audience.

Fronted by H&M’s Global Sustainability Ambassador and Game of Thrones actor and filmmaker Maisie Williams, our partnership featured the addition of the brand-new Looop Island in the Animal Crossing game for players to explore, where they could recycle their in-game outfits using the Looop machine and choose new ones as they played. Players were also given the chance to meet Maisie’s digital twin in the game at Looop Island.


Places +Faces


Our partnership between Xbox and Places + Faces was all about two culturally influential brands doing something disruptive to drive conversations around cloud gaming and create deeper connections with Gen Z communities.

Inspired by streetwear and the rise of cross-body bags, the brand partnership saw the launch of the first accessory fashion bag for cloud gaming and the Xbox Game Pass Ultimate. A limited edition capsule collection was designed, consisting of a tee, hoodie, the special edition bag and a custom Xbox Wireless controller.

We created bespoke content and an extensive seeding program to bring the campaign to life and attract attention from press and influencers.



With Xbox and Gucci marking their 20th and 100th anniversaries respectively in 2021, it was the perfect time to come together to create something special in celebration.

Gucci designed 100 exclusively themed Gucci Xbox Series X consoles in Xbox and Gucci co-branded luxury travel cases, which were numbered with handwritten numbers and available to buy in Gucci stores worldwide and online. A further 20 limited edition console/case sets were seeded to A-list Gucci ambassadors.

This one-of-a-kind partnership put Xbox at the heart of the luxury goods space.

Krispy Kreme + Xbox Year 1

Purchasing this limited edition, brownie butter filled delight, would earn you a free game pass code, and just maybe even an Xbox Series S console.

This campaign brought the Nexus Level donut to Krispy Kreme stores in the UK and Ireland, supported by POS, CRM mailing & a social media campaign.

We created a viral announcement video, satirising tech-conference unveiling videos, and saw astronomical organic reach.




Our Xbox and Foot Locker partnerships have been going strong since 2012. 

Most recently, in 2019, Foot Locker exclusively sold the ‘Ultimate Xbox Limited Edition Jacket’ which gave consumers free VIP entry to Gamescom, the world’s largest consumer video games event.   In November of that year, Foot Locker attended XO19, a celebration of all things Xbox, where FRE Customs offered attendees live, Xbox-inspired sneaker customisation.