.Club Domains, LLC, the company formed to own and operate the new “.Club” generic top-level domain name (gTLD), have announced today that  it has selected Sedo to run the “sunrise” and “landrush” auctions, manage its premium reserve list and broker premium sales of .Club domains.

Formed in 2012 and backed by $8.2 million from private investors, .Club Domains will enable clubs, membership organizations or others sharing a common interest to establish memorable “yourname.club” Web addresses. Every day, people form communities and groups around every imaginable interest, and .Club makes it easier than ever for them to acquire a Web address that is convenient, holds meaning and has marketing value.

“The market size for .Club is immense – there are over 600 million groups on Facebook and millions of other established clubs worldwide for people with every type of interest or passion,” said Colin Campbell, chairman and CEO of .Club Domains. “.Club is immediately recognizable and meaningful in multiple languages. It will bring significance and marketing value to any domain name that appears to the left of the dot. Sedo’s long history of successfully managing and brokering premium domain sales, and the expertise they’ve built around new TLDs make them an ideal partner for launching .Club. We look forward to working together and establishing .Club’s place on the Web.”

“The term ‘club’ is relevant and used around the world, and Sedo is excited to be the partner for the gTLD .Club,” said Tobias Flaitz, CEO of Sedo. “We see attractive uses for businesses, organizations and groups of all sizes and types, and an opportunity for them to add significant relevance and ease of recognition to each of their domains by using this gTLD. You will see everyone – from major corporations using the extension for their loyalty program to smaller local book clubs – using a .Club domain. .Club is truly the ultimate club.”