The Australian Football League (AFL) has become one of the first organizations to confirm making a generic top level domain name (gTLD) application.
At present, the Aussie Rules’ governing body hosts a website using the afl.com.au domain name.
But should its gTLD application be approved by the Internet Corporation for Assigned Names and Numbers (ICANN), the authority will move to an .afl web address.
Andrew Catterall, AFL general manager of strategy and marketing, said securing a gTLD would have clear marketing benefits for the body, and the sport in general.
“We have made a bunch of long-term decisions on the expansion of the code, investment in stadiums and grassroots football and we see this as an extension of this strategy,” he commented.
“We can see clear opportunities in the marketing and commercial space but we don’t know which of these will work.”
ICANN has given businesses, organizations, charities and individuals up until April 12th to submit applications for a gTLD.
Should another party also apply for ownership of the .afl top level domain, the AFL may find itself involved in an auction process.