Is that a .forum web address?

Reading Time | 2 Minutes

It’s that time of year where “Summer Fever” is beginning to set in as we transition from Spring.

At the same time, April showers have brought May flowers as well as NBA Playoff games.

Just the other night, I happened to have the TV on as background noise as the Boston Celtics and Milwaukee Bucks Game 2 was nearing the end.

As I happened to glance up from solving a challenging coding issue, I thought my eyes were deceiving me when I noticed what looked to be a new domain extension being advertising on the Bucks hardwood floor. Could it be true?

There big as day on the court written clearly is Fiserv.Forum. With 1300+ domain extensions available in the wild, I thought the “dot” was possibly a fly or spec on my tv.

Turned out not to be a fly or spec, but a legitimate .forum domain name advertised, or so I thought at the time.

Who knew .forum was an actual domain extension? I certainly didn’t and was surprised to discover a growing list of registrars offering the ability to purchase .forum domains —,, United Domains,,, and more.

Yet upon further review when performing a web search, it turns out the name of the arena the Milwaukee Bucks calls home is Fiserv.Forum, and they use as their digital presence.

Fiserv.Forum -

So, it wasn’t a domain after all (darn!), yet I perceive it to be an intentional design of symmetry.

Nevertheless, it would have impressed me to have discovered Fiserv.Forum (registered at the time of this publication) resolving to a website or redirecting to

The average NBA viewer likely would not realize they are viewing a non .com web address or web URL being advertised on the hardwood floor.

Although unlikely, there just may be arena in the future (if not already) that does promote domains of brands on the arena floor in addition to scoreboards, scoreboard table, and other digital ads throughout the arena.

Well, we’ll have to wait and see… that’s all for now.

Alvin Brown
Alvin is a serial entrepreneur and digital strategist with an avid love for domain name consulting. As the Publisher and Editor-in-Chief of, his assignment is to ensure business and personal brands don't suffer the consequences of common domain name pitfalls.

As a domain investor and business consultant, Alvin actively participates in daily domain auctions. Outside of auctions, he passionately shares his views, opinions, and vision for how businesses should and should not use domain names to generate greater customer growth and revenue.