Why so many brands join the UDRP club

It is now two years since the .club extension was launched to the general public. Shortly before that, 454 .club domain names were registered during our trademark sunrise period by registrants including companies from Absolut to Zappos, every major league baseball team and more. The majority of the sunrise registrations were likely done purely from a defensive brand protection perspective, and such names currently do not resolve to a working web page. Others simply redirect to the brand’s corresponding .com web address.