By Abdi Ali
Published July 9, 2018
World Rugby has launched the dot rugby internet domain name and invites unions and regions to join what it calls a revolution.
The organisation, whose own domain name is now world.rugby, says .rugby is a major digital pillar of its fan-engagement strategy, supporting the visibility, accessibility and engagement of a sport that has 9.1 million players and 338 million fans worldwide.
World Rugby says it has obtained the .rugby domain with a view to:
- Accelerating the promotion of rugby and stakeholder brands in a safe, secure and controlled environment
- Promoting the sport and unify the global community online under a common identity
- Ensuring the rights of privileged rugby stakeholders are preserved, and
- Linking all participants via a specific identity and create a recognisable digital space for all rugby-related activities online
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“Building a deeper connection with the youth audience is critical to the relevance and sustainability of sport and rugby is no different. The .rugby domain is an important fan-engagement enabler for rugby, a community promoter and protector and a potential new revenue stream for unions,” says Agustin Pichot, Vice-Chair of World Rugby.
Brett Gosper, Chief Executive Officer of World Rugby, says, “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.”
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World Rugby, that says it is offering priority access to domain names to its 6 regional associations, 121 national member unions and key stakeholders and that the general public will have the chance to use the trusted and secure domain later in 2018, says it believes the global rugby community will embrace the .rugby name. and is .
Any party interested in obtaining the .rugby domain is advised to visit roar.rugby or send e-mail to info@roar.rugby/.