Case Study

The London Bulldogs

3 pages
June 2013
Reference: IMD-3-2395

The London Bulldogs is the disguised name of a major European football club. It recently opened a new practice stadium only to discover that a fan in another city has deliberately registered the name “” and is directing site visitors to a competing team’s website. While Bulldog ticket sales are robust, the company is left wondering to what degree this competing website will impact performance over the long haul.

Learning Objective

The case provides an excellent vehicle to discuss the consequences of mis-managing domain name registrations. It also provides an opportunity to discuss how companies can best organize the management of domain names. Should this be left to the chief legal counsel, head of marketing, head of IT, or CEO to decide?

Domain Name, Branding
United Kingdom
Generalized Experience
© 2013
Available Languages
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