A host of businesses in London, including West Ham United, have become the first to sign up to the new .london web address.
Companies in London can now apply for the domain name as an alternative to the .co.uk or .com addresses.
The scheme is being rolled out in several major cities around the world but London is the first to announce its initial users. The first sites go live on April 29, with London-based firms having a three-month preference window to purchase a .london domain.
Mayor Boris Johnson said: “There is enormous interest in .london from businesses right across the capital, not just from high street brands but from the small businesses that are the lifeblood of London’s economy.
London leads the world in technology and our businesses are among the most dynamic and innovative
“London leads the world in technology and our businesses are among the most dynamic and innovative anywhere so it is no surprise that so many see .london for the great opportunity it presents them.”
The move to add new domain names has been made by the global internet body ICANN, which is introducing more than 1,000 new web addresses as alternatives to .com and .co.uk, with industry experts calling it the biggest change online since the invention of the world wide web.
Karren Brady, vice-chairman of West Ham, one of the first 40 businesses to change to the new domain, said: “As the traditional London club, with roots formed at the heart of the East End in 1895, a move to become the first foot-ball club to use the .london domain is a natural fit for West Ham United.
“Our move to the Olympic Stadium, situated in the new epicentre of the capital – Queen Elizabeth Olympic Park – in 2016 is therefore one that is benefiting of our being innately linked with London, its history and its people.
“Our new domain of whufc.london will provide the perfect platform for the club’s bespoke microsite dedicated to our stunning new home and London’s most iconic sporting arena.”
The new domain was officially launched at Covent Garden Market, with businesswoman and Dragons’ Den star Deborah Meaden offering her support for the scheme and highlighting the benefits of standing out online.
“Changes in technology, like the expansion of the internet and the release of the new .london domain, present a real opportunity for companies to gain a competitive advantage, to innovate, to refresh their brand and become more relevant to their customers,” she said.
As part of the launch, the 40 businesses leading the scheme have written an open letter calling on more companies to follow suit and support the new domain name as a way of boosting the economy in London.
“For the first time in a generation, London businesses have an opportunity to claim a web address that associates them with London, one of the greatest cities on earth, and make their web address more relevant and memorable,” said the letter.
“It is hard to imagine that 25 years ago few of us had heard of the internet. Now we take it for granted: doing business, watching films and buying groceries. However, they warn that as the internet changes so businesses must evolve to stay relevant to their customers.”
The move to .london has been seen as a huge marketing coup for the city since being confirmed in November, and a survey found that more than 200,000 businesses were keen to register for the new domain when it launched. Those companies with an existing trade-mark will be given preference by ICANN as part of the launch scheme.