The Internet Corporation for Assigned Names and Numbers (ICANN) is launching the 2026 round of its New gTLD Program. This is the second major expansion of the internet’s domain name system since the 2012 round, which introduced more than 1,200 new generic top-level domains (gTLDs). This expanded the available real estate to register domain names beyond the traditional domains such as .com or .org to include brands and industry segments such as .nike and .bank. The recently published New gTLD Program: 2026 Round Applicant Guidebook (2026 Guidebook) outlines the application process for operating a new gTLD.
This update highlights key considerations for potential gTLD applicants, registry operators and trade mark owners looking to protect their brands when new domain names become available.
Key dates and timeline
The table below sets out key dates and steps in the 2026 round, from when applications open through to when trade mark owners can register domain names under the new gTLDs. The full evaluation and contracting process is expected to run until around 30 June 2030, but timing may vary depending on how complex an application is and whether there are competing applications or objections.
Milestone | Expected date/timeframe | Description |
Application submission opens | No later than 11.59pm UTC on 30 April 2026 | Applicants can start submitting their gTLD applications online through ICANN’s application system. |
Application submission closes | At 11.59pm UTC on 12 August 2026 | All applications must be submitted by this date. |
Reveal Day | Within nine weeks after the application submission period | ICANN will publish the full list of applications that have passed the administrative check. This includes any cases where more than one applicant has applied for the same name (known as ‘contended strings’). |
Replacement Period | 14 days after Reveal Day | Applicants can designate a replacement string (a backup name) alongside their original choice of string to potentially reduce the instances of contention. During this period, applicants may notify ICANN if they want to swap to their backup name. |
String Confirmation Day | After Replacement Period ends | ICANN publishes the finalised list of applications and contention sets. |
Objection Filing Window | 104 days following String Confirmation Day | There are four reasons someone can object to an application: string confusion, legal rights, limited public interest and community. For example, trade mark owners can object on legal rights grounds, and anyone can object on limited public interest grounds. |
Prioritization Draw | No later than 30 days after String Confirmation Day | A draw to decide the order in which applications will be reviewed. |
String Evaluation | After String Confirmation Day. This process is expected to take approximately 180 days | A technical review of the proposed domain name strings. |
String Confusion Objection Window | 30 days following publication of String Evaluation results | A second window for string confusion objections only, following publication of updated contention sets. |
.Brand String Change Objection Window (if applicable) | 30 days following publication of String Evaluation results | A specific window available for .Brand TLD applications that have submitted a .Brand string change request only. Any of the four grounds of objection can be raised during this window. |
Applicant and application evaluation, contracting, and TLD delegation | Approximately one year and six months | Successful applicants sign an agreement with ICANN. New registry operators must delegate their TLD within one year of signing. This is the point at which the new domain name space goes live on the internet. |
Sunrise Period | Minimum 30 days before a domain name is available to the general public | Trade mark owners who have registered with the Trademark Clearinghouse (TMCH) gain priority access to secure domain names that match their registered trade marks within the new gTLD (for example, yourbrand.newgtld) during the Sunrise Period. This occurs before the domain names are available to the general public. |
Owning a gTLD
Eligibility and application fees
The new gTLD program is only open to legal entities such as corporations, organisations, institutions and governmental entities. Application types include general applications, community applications, geographic names and .Brand TLDs.
The gTLD evaluation fee is USD 227,000 per application and payable within seven days after the application submission period closes. Applicants may also be required to pay additional fees for further evaluations such as checking eligibility to hold a .Brand TLD.
Contention resolution
A notable change from the 2012 rules is that the 2026 Guidebook now expressly prohibits any private arrangements to resolve contention. Only a community priority evaluation (if applicable) and an ICANN-run auction may be used. The 2026 rules also ban direct or indirect communications about applications or strategies between contending applicants. This applies from Reveal Day until a Registry Agreement is signed or an application is withdrawn, with narrow exceptions (such as communications regarding strings that are not in contention). Breaking these rules can lead to disqualification, loss of fees, financial penalties or legal action.
ICANN will publish detailed auction rules and procedures at least 60 days before the first auction. Based on current information, the first auction is expected around 15–18 months after applications open.
Trade mark owners – protecting your brand
The release of new gTLDs presents both opportunities and risks for trade mark owners. To manage these effectively, trade mark owners should consider the following three key strategies.
Register brands as .Brand TLDs
Trade mark owners who wish to own and control their brand at the top level should consider applying for a .Brand TLD. To be eligible, trade mark owners must first register their trade marks with the TMCH and ensure the applied-for gTLD string exactly matches the text of a registered trade mark verified by the TMCH (which takes approximately 25 days). The applicants for .Brand TLDs have unique opportunities to modify their strings to resolve contention with another application. Those considering this option should be mindful of the key dates and timeline above, particularly the application submission window closing on 12 August 2026. This is an expensive option with ongoing obligations in relation to operating a domain name registry.
Prepare to register second-level domains
Generally, this has been the main focus for the protection of brands across multiple domain name spaces. The expansion of the domain name real estate has expanded the scope for defensive registrations and increased the costs of this strategy. Trade mark owners who do not intend to apply for a .Brand TLD may choose to secure their brands as second-level domain names (for example, yourbrand.newgtld) under any relevant new gTLDs. We recommend focusing on gTLDs that are relevant to your industry segment or goods/services offering. For example, based on current gTLDs, technology companies would focus on registering in .software. To facilitate this process and qualify for registration during the Sunrise Period in relation to any new gTLDs, it is important to register relevant trade marks with the TMCH.
Monitor for infringement and file objections
Trade mark owners should monitor new gTLD applications for potential infringement of their rights. The list of new gTLDs is expected to be published around mid-October 2026 on ICANN’s website. Where an applied-for gTLD string infringes existing trade mark rights, trade mark owners may file a legal rights objection with the World Intellectual Property Organization within 104 days following String Confirmation Day. When determining the objection, the panel will consider various factors, including whether the relevant string is identical or similar to the objector’s existing trade mark.
Please get in touch if you would like more information about the 2026 round of the New gTLD Program, help with registering your trade marks with the TMCH, or assistance monitoring new gTLD applications for potential infringement of your brand.