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Weekly Newsletter of Smartbranding - Issue #1
By SmartBranding Team access_time 4 min read

FIFA World Cup Sponsors and their domain name choices

Despite the 2022 FIFA World Cup controversy, the international competition still arouses as much interest from football fans and brands. The World Cup is taking place in Qatar from November 20 to December 18, 2022. This is the first World Cup to be held in the Arab world and also currently the most expensive World Cup ever, with an estimated cost of over $220 billion. We analyzed the names the 27 sponsors chose for their brands and found out some curious stories related to them. Read more about that here.

Bored Apes Domains is a Thing, a distributed, open, and extensible naming system launched the first Blue Chip NFT bound decentralized identifier (DID) .bayc. Bored Ape (BAYC) NFT holders now claim the corresponding numbered DID, e.g. 0000.bayc, for free at The .bayc DID is bound one-to-one to the BAYC NFT, and there are only 10,000 DIDs available to claim. Check for more information on that.

Domains Hold Value as Assets Even After the Brand is Gone

Putlocker is a familiar brand among piracy watchers. The original platform’s .com domain was retired many years ago, but seems like it has kept some value – sold at auction for more than $100k.

Rebrand of the Week – Azuronaut Rebrands to Cocentric

Azuronaut announced a rebrand to Cocentric, resulting in a complete overhaul of the company’s identity. Cocentric came up with this strategy to communicate exclusivity and efficiency to potential customers as the company has outgrown its old brand, and it no longer accurately represents its mission and vision. Read more about the rebrand here.

Podcast of the Week

 We talk with Jason Barnard, an entrepreneur, Google expert, professional musician, screenwriter, songwriter, and a blue cartoon dog (there is more, but we’ll get to it). Jason uses the pseudonym “The Brand SERP Guy” for his professional work. Join us for 30min chat about the importance of owning your brand, how to educate Google and what’s the story with the blue cartoon dog!

Goodbye October Funded Startups

As we come to the end of November, let’s have a last look at the startups that got funded in October and the domain names they chose for their brands. How does your name compare?

Domain Extensions News

A milestone moment for web surfers who primarily speak Hebrew or anyone else whose keyboard is stuck on the Northwest Semitic language setting. You can now register Internet domain names in Hebrew, with preexisting extensions, such as, and, or the new extension .Israel, which is to be recognized as the top-level Internet domain of Israel.

Domain Upgrade Highlight

FitOn initially launched on the .app domain extension. New domain name extensions allow for flexibility and you are more likely to find your brand name available at lower cost. Inevitably though you go against the natural flow of how the majority of users act. To combat that and protect their brand FitOn also secured Sometime in 2021 the startup invested in – the best name for their business, making a clear commitment that they are here to stay for the long run.

In February 2022 FitOn announced a $40M Series C funding and the acquisition of the corporate wellness platform Peerfit. The new investment brings the company’s total funding to $70 million and it looks like they’re just warming up.

Quote of the Week

I woke up to the power of company names when we screwed up my startup’s name in 1999. We called it Emode which in hindsight was hard to spell, impossible to remember, and a dated name within 24 months. With coaching, we changed it to Tickle. Traffic shot up 30%, journalists started writing about us, our ad spend became 20% more effective, and no one forgot our name.

James Currier, General Partner at NFX

We hope the above information is useful to you in your journey of building a strong brand online. What do you want to see in our next newsletter? Let us know, we are happy to help you find the information you need!