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Status: Proposed
Registry Provider: Neustar
Type: Brand TLD
Priority #: 716 - Eli Lilly and Company

More information: NTLDStatsLogo.png

.lilly is a Brand TLD being proposed in ICANN's New gTLD Program. The applicant is Eli Lilly and Company.

Application Details

The following is excerpted from the applicant's response to question #18:

"Eli Lilly and Company (“Lilly”) is a leading global pharmaceutical company that produces medicines that help people live longer, healthier, and more active lives. Across the globe, Lilly has developed productive alliances and partnerships that advance its capacity to develop innovative medicines at lower costs. Lilly’s products are currently manufactured and distributed through facilities in the United States, Puerto Rico, and 11 other countries, and are sold in approximately 125 countries. The LILLY trademark has been registered by Lilly in over 135 countries. Lilly’s pharmaceutical products include, but are not limited to, neuroscience products, endocrinology products, oncology products, cardiovascular products, and animal health products. Lilly’s online content is accessible in the .COM gTLD and also in multiple ccTLDs, including .UK, .JP, .CA, and .NO.

The intended future mission and purpose of the .LILLY gTLD is to serve as a trusted and intuitive namespace provided by Lilly and its qualified subsidiaries and affiliates for its consumers and the public. Eli Lilly and Company is the designated entity to file this application and bring the .LILLY gTLD to market. However, Lilly is primarily filing this application in ICANN’s first gTLD application round for precautionary reasons given the uncertainty regarding when ICANN will be opening a second round. Therefore, although Lilly is committed to moving forward with the .LILLY gTLD application, at the time of filing Lilly does not believe that there has been enough time or information available to fully analyze and evaluate all potential use case options.

Although ICANN has not specifically recognized a .BRAND gTLD specification in the Applicant Guidebook, it is widely anticipated within the brand-owner community that this will become a specialty subset of the new gTLDs. The .LILLY gTLD is planned as a .BRAND gTLD, with the goal of protecting Lilly’s online presence and identity, providing a secure channel for online information and services, and offering a platform through which to potentially consolidate many of the online activities of Lilly.

Lilly intends to initially limit registration and use of domain names within the .LILLY gTLD to Lilly and its qualified subsidiaries and affiliates. This initial limited use will allow Lilly to establish its operations and achieve full sustainability. This limited distribution coupled with the other requirements set forth in Specification 9 of the template Registry Agreement are intended to exempt Lilly from its annual Code of Conduct Compliance requirements."[1]