World.Rugby launches dot rugby enhancing digital revolution for global rugby community

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World Rugby has made history by launching the .rugby internet domain name, kicking-off a digital revolution that will deliver multiple promotional benefits to the global rugby community.

World Rugby’s website has become www.world.rugby and all of the international federation’s digital properties, including email addresses, are being seamlessly transitioned as part of a phased major digital re-brand which will accelerate the promotion of rugby and stakeholder brands in a safe, secure and controlled environment

World Rugby CEO Brett Gosper added: “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.

The .rugby domain will also make sure the rights of privileged rugby stakeholders are preserved whilst linking all participants via a specific identity and create a recognisable digital space for all rugby-related activities online.

With competition for a share of the youth audience in the digital space, .rugby is a major digital pillar of World Rugby’s 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 Vice-chair Agustin Pichot said: “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.”

The launch aligns with World Rugby’s strategy partner, Roar.Rugby, a field-leader in domain technology and marketing, who share World Rugby’s vision for the domain’s potential to grow the globality of the sport for the benefit of the sport.

ROAR Founder and Chairman and former professional football player, Ryan Nelsen congratulated World Rugby on securing the domain. “Since World Rugby announced this program in March we have seen tremendous excitement from Unions, clubs, players and fans wanting to get into the new digital era of .rugby for their internet identity. A number of Unions are ready to launch alongside World Rugby, keen to get the benefits of consistent branding, a safer internet space, and revenue opportunities.”

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