West Ham United Football Club and Fortnum and Mason department store have revealed themselves to be among a cohort of London companies to adopt the new .london web domain at the end of this month. 

Sixteen companies, including co-working space provider TechHub and the London Symphony Orchestra, will go live with the .london address from April 29, according to London & Partners (the organisation that promotes the capital on behalf of the Mayor of London). 

West Ham United vice-chairman Karren Brady, said: “As the traditional London Club, with roots formed at the heart of the East End in 1895, a move to become the first football club to use the Dot London domain is a natural fit for West Ham United."

Despite the limited number of early adopters, more than 200,000 London businesses have indicated they are likely to register a Dot London domain at some point, according to a poll of London-based SMEs in January. 

The arrival of Dot London is part of a wider internet expansion that will see ICANN, the global internet body, release more than 1,000 new internet domains as alternatives to .com or .co.uk.

Several other cities around the world already have their own web domain. For example, New York had .NYC registered in July 2012, while Rome, Berlin, Paris, Barcelona, and Tokyo have either been approved or are about to be approved under the long-running ICANN gTLD (general Top-Level Domain) initiative.

Forty business leaders across London published a joint open letter today expressing support for the new .london web domain and encouraged other businesses in the capital to sign up for their own .london address. 

“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,” the leaders wrote. 

The Mayor of London Boris Johnson said: “There is enormous interest in Dot 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."

The first "pioneer websites" to go live on April 29 include:

  • meantime.london
  • remoracleaning.london
  • wingstravel.london
  • symphonyorchestra.london
  • techhub.london
  • absolutelymagazines.london
  • thecommitments.london
  • whufc.london
  • fortnumandmason.london
  • metrobank.london
  • standard.london
  • scoffandbanter.london
  • exterionmedia.london
  • conventionbureau.london
  • londonandpartners.london
  • theallstars.london