Rugby's global administration body, World Rugby, has announced the launch and availability of the .rugby Top Level Domain (TLD). The federation has indicated that it hopes the launch of the domain opens up promotional and commercial opportunities for its various unions and regions around the world.
As part of the launch, World Rugby’s website has moved from www.worldrugby.org to www.world.rugby and the federation’s digital properties, including email addresses, are in the process of being transitioned as part of a phased major digital re-brand.
"The .rugby domain reflects that mission and will provide the digital environment for a truly global community with one identity and we are already seeing significant excitement and interest across the game. Ensuring that .rugby was kept within the sport for the benefit of global rugby is in line with our strategic mission to protect and promote the sport, uniting the community and furthering our audience reach and therefore we are underwriting the provision of a package of .rugby domains for our unions, should they wish to embrace this exciting opportunity," said Brett Gosper, CEO at World Rugby.
Although excitement has accompanied many TLD and gTLD launches, their uptake and usage appears to be somewhat limited. One such example has been the .africa gTLD which has been available for a while now. Despite some big brands and corporations registering their .africa domains, many seem not to be using them or even using them in their marketing materials.
World Rugby believes the global rugby community will embrace .rugby and is offering priority access to domain names to its 6 regional associations, 121 national member unions and key stakeholders. The general public will have the chance to use the trusted and secure domain later in 2018.
Cover image credit: Kenya Rugby team playing at the Rugby Africa Gold Cup. World Rugby