The Blues has become the first Super Rugby team to embrace the new global (dot) .rugbyweb domain name, transitioning to its new digital home at www.blues.rugby.
As a Top Level Domain .rugbyis the equivalent in internet terms as .com, .net or .org but is exclusive and universal for the sport of rugby, and designed to be used for both web and email addresses. The move by the Blues follows other high profile stakeholders such as World Rugby (world.rugby), Sanzaar (super.rugby) and South Africa (springboks.rugby) that have all recently adopted the .rugby TLD.
“The Blues believe there are real benefits with the new domain in terms of unifying the rugby brand globally,” said Blues Chief Executive, Michael Redman.
“With a rapidly increasing competition for a share of digital space and the youth audience in particular, the .rugby domain will help in building our communities and strengthening our traditional fan affiliation through a common global digital identity.
“We believe that the .rugbydomain presents the opportunity to better build a single rugby community and further increase the reach of our audience.”
Rugby is one of only two major global sporting codes to have secured its own specific TLD for the benefit of its community. The initiative came about through a partnership between World Rugby and Roar.Rugby LLC, a US-based company whose co-founder and chairman is New Zealand’s Ryan Nelsen, the former professional footballer and All Whites captain.
“We’re delighted to welcome the Blues to the .rugby family and congratulate them on being one of the early movers” says Nelsen. “Blues.rugbyis another great example of the power and value of the of the .rugbyTLD and it’s great to see a Super club from New Zealand being one of the first to make the move.”
Nelsen says the response to .rugbyfrom the global Rugby community has been overwhelming and a number of other major announcements are coming soon.
“We secured .rugby with a view to creating a safe, secure and well curated digital space for the global rugby community. Protecting the interests of rightful stakeholders has always been paramount and our community first philosophy has resonated strongly with organisations such as the Blues. When factoring the brand and marketing benefits of .rugby, the decision to adopt the domain does make very sound commercial sense.”