An overview of ICANN’s gTLD Programme: what do sports brands need to consider to protect their brand
- Published on LawinSport
- Apr 28, 2017
- 1 min read
How do you calculate the market potential for a sports domain such as .CRICKET, .FOOTBALL, .RUGBY,
.BASKETBALL, etc? According to one of the operators of these newly launched generic top level domains (gTLDs) calculating the market potential for sports gTLDs is never easy and can be very subjective.
One of the main reasons for this is that ‘passion’ is an integral part of the equation and, in sports, passion can far outweigh normal common or business sense. Nevertheless .CRICKET , for example, is being marketed as “the new top level domain for 2 billion fans”2. Of course targeting fans is one thing but how do established brands and organisations operating within the cricketing world apply common or business sense to make a decision as to whether to participate in this new gTLD and also secondly as to how to protect their interests against outside threats in what could become the go-to place online for all things cricket related?
The gTLDs are not restricted to the cricket pitch, or for that matter to sport, but increasingly the issues highlighted above will be replicated across a huge number of new top level domains as they are unleashed on the internet and brand owners will need to adopt a strategy that prepares them for the long innings ahead to stay ahead of the game.
In this article Sean Corbett, Brand Protection Manager at Formula One Management Limited, provides a brief overview of the gTLD Programme and how it might affect those involved in sport or indeed any business with an online presence and a brand to protect.
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