Personal Information and Privacy. Subject to Sponsor’s compliance with the provisions of this Agreement. ASUG may provide Sponsor with, or Sponsor may collect personal information (“PI”) from Event attendees (depending on the sponsorship level purchased). Where Sponsor collects PI directly, Sponsor shall obtain attendee’s consent in advance in accordance with this Agreement and applicable law to collect, and use the PI solely in accordance with this Agreement. Sponsor shall maintain all such PI as confidential and not disclose PI to any third party without ASUG’s prior express written consent. Sponsor may communicate with attendees whose PI has been provided by ASUG or properly collected pursuant to this Agreement to provide information regarding Sponsor’s products and services and notices regarding The Event, and for no other purpose. Sponsor will comply with ASUG’s Code of Conduct and other policies regarding the Event and this Agreement as provided to Sponsor in writing from time to time during this Agreement. Sponsor will promptly comply with all requests received from ASUG or verified requests received from attendees to cease communication, delete that attendee’s PI, or to otherwise comply with such requests. Upon request of ASUG, or upon expiration or termination of this Agreement, Sponsor shall, within thirty (30) days, securely delete or destroy any or all PI of Event attendees, and certify to ASUG that such deletion or destruction has been done. Sponsor shall use commercially reasonable technical, logical, and organizational measures to maintain the security and integrity of all PI. Sponsor shall notify ASUG in writing within forty-eight (48) hours of any unauthorized access of any PI of which Sponsor becomes aware, and will cooperate with ASUG, at Sponsor’s expense, in investigation, notification, and remediation of such an incident.