March 19, 2018

World Rugby acquires .RUGBY gTLD

The move seeks to accelerate adoption of Rugby in emerging markets and create a digital face for the sport.

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International sports federation for Rugby, World Rugby, have announced that they have acquired the .RUGBY gTLD to reflect the nature of the sport. With this acquisition, the sports federation aims to accelerate the promotion of Rugby where the sport is lesser known and also to create a digital identity for the same.

According to World Rugby, there is enough scope for Rugby to spread itself around the world where communities are willing to experiment with new forms of sport. They also say that by acquiring the .RUGBY gTLD, World Rugby can unlock this opportunity for many others and create a single identity for the sport.

With this acquisition, World Rugby say that they will cater to many stakeholders associated with the sport in the process and also ensure that their rights are safeguarded. They also say that as the younger audience moves more towards more digital behaviour, capturing their attention through search engines will also be possible.

Speaking about acquiring the gTLD, Brett Gosper, Chief Executive at World Rugby, commented:

This is an exciting moment for a growing, global sport. The .rugby domain defines the sport and will build a truly global community with one identity. 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.

The sports federation added that they acquired this gTLD in a partnership with U.S-based company Roar Domains. It was after aggressive bidding with their partners that World Rugby were able to clinch the gTLD, Roar Domains added.

Speaking about their alliance with World Rugby, Ryan Nelson, Founder and Chairman of Roar Domains, added:

Roar commends World Rugby’s commitment in building a global digital brand for its sport. There is no better brand than the name of the sport itself. Roar looks forward to working with World Rugby to launch the .rugby name for the benefit of unions, clubs, players and fans around the world.

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