Definition

The sunrise period is the priority opening phase of a new TLD, during which only trademark holders registered with the TMCH can register the matching domain name. It lasts at least 30 days.

Why it matters

Without a sunrise, any cybersquatter could grab brand.app the moment the extension goes public. Sunrise gives rights holders priority to secure their brand on new extensions.

How to benefit

• Record your strategic trademarks in the TMCH before launch
• Track the ICANN new extension roadmap
• Decide for each new extension: register or not?
• Anticipate the overall budget (TMCH + sunrise + renewal)

After the sunrise

Comes the Landrush phase (premium registration), then General Availability open to all. For the first 90 days, the TMCH’s Trademark Claims service automatically notifies rights holders of registrations identical to their marks.