Google Registry will launch the Sunrise period for three new domain extensions, .EAT, .FLY and .HERE, on 1 September 2026. Trade mark owners whose marks are registered with the Trademark Clearinghouse (TMCH) will be able to benefit from this priority registration phase until 9 November 2026.
However, the three extensions will not be equally relevant to all sectors.
.EAT deserves particular attention from brands operating in the food, restaurant, gastronomy and related services sectors.
.FLY is more directly relevant to airlines, travel and tourism businesses, booking platforms and, more generally, brands whose activities are connected with air travel.
.HERE, given its much broader meaning, may be relevant to a wider range of trade mark owners, particularly those whose activities involve location-based services, local businesses, or the identification of places and establishments.
The Sunrise period should not, however, lead trade mark owners to systematically register every mark under each of these extensions. The key is to identify the trade mark/extension combinations that present a strategic interest or a particular risk of third-party use.
Relevant trade mark owners therefore have until 9 November 2026 to take advantage of the Sunrise period, subject to meeting the applicable TMCH requirements.