Ex-Hereford manager Russell Slade is spearheading a lawsuit over how footballers' personal data is handled.
Over 400 professional players have so far signed the lawsuit, with the action targeting companies such as computer games manufacturers and betting companies who use players' personal data for their products.
Slade co-founded sports data and technology firm Global Sports Data and Technology Group with Cardiff-based technology expert Jason Dunlop.
"I took Jason to a company to have an insight into how data works in sport," said Slade, as reported by BBC Wales.
"In that meeting he simply asked, 'who does the data belong to?
"The guy at the company said, 'we do', and as we left we were going down the stairs and Jason was straight on me, saying the players should own the data as it's personal data. That was the light-bulb moment."
Using the requirements placed by the General Data Protection Regulations brought in in 2018, players will claim that they have neither given consent, nor received the chance to change data they feel misrepresents them, nor have they been given the chance to be either reimbursed for their use or taken out of it entirely - all staples of the GDPR rules.