Link Freedom Group (LFG) aspires to become a best-in-class, vertically integrated domain name registration authority, see linkfreedomgroup.link. This TLD is part of a carefully curated portfolio of strings that LFG intends to pursue in ICANN’s 2026 New gTLD Program. In assembling this portfolio, LFG focused on securing meaningful, memorable, and commercially compelling strings that resonate strongly with end users and offer long-term growth potential.
Over the past four years, LFG (Nova Registry) has successfully grown its flagship TLD, .LINK, from approximately 125,000 to more than 300,000 domains under management. This growth has been driven by innovative distribution strategies, the expansion of registrar partnerships, and a granular pricing model that has enabled .LINK to remain competitively priced while avoiding the significant fee increases implemented by some other registry operators.
LFG’s experience in the domain name industry has reinforced one of the key lessons from the 2012 application round: long-term sustainability is strengthened through portfolio diversification. By spreading operational costs and mitigating revenue fluctuations across multiple TLDs, LFG is better positioned to withstand market volatility and invest in continued growth. Accordingly, LFG believes that even obtaining a subset of the TLDs for which it has applied will establish a diversified portfolio capable of supporting long-term economic stability, operational resilience, and sustainable growth.
1. Mission and Purpose of the Applied-for gTLD
.mvp gives two of the most widely used three-letter abbreviations in modern culture a home on the web. In product and startup circles, "minimum viable product" describes the pivotal moment when an idea first meets real users. A founder can put a lean release, a prototype, or a launch page on a name like ship.mvp or launch.mvp, signaling exactly what stage the work is at and inviting feedback. Because the term already carries meaning inside the audience it serves, the address does explanatory work the moment someone reads it.
In sport, "most valuable player" is a phrase spoken across leagues, decades, and languages. Teams, athletes, award programs, and fan projects can use .mvp to celebrate standout performances, run voting initiatives, or build recognizable fan destinations. A single string that resonates in both the boardroom and the stadium is rare, and each community reads it in its own confident, aspirational way.
The purpose of .mvp is to give builders and communities a compact, expressive address that states intent at a glance. It helps an early product feel deliberate rather than unfinished, and it lets recognition programs and sports brands turn a familiar phrase into a memorable presence
Intended Registrants: Startup founders, product teams, and early-stage companies building and launching first versions of products; independent developers and indie hackers; sports leagues, teams, athletes, and fan communities; award programs and recognition initiatives; accelerators, incubators, and venture studios.
Related Activities Supporting the Purpose:
• Awareness-building among startup, product, and sports communities where "MVP" is already everyday vocabulary.
• Registrar distribution through channels that reach founders, developers, and creators.
• Registrant education explaining how a short, recognizable address can frame an early product release or a recognition program.
• Community outreach at hackathons, demo days, accelerators, and sporting events.
• Responsible registry operations that keep the namespace usable and available.
2. Sustainability of the Purpose Over Time
Every product that reaches the market passes through the same early gate: a first usable version put in front of real people to learn whether the idea works. This is not a one-time trend but a repeating stage in how ventures are built. New companies form continuously, established organizations spin up new lines, and each fresh effort produces another minimum viable product. The methodology behind the term has become standard practice in how modern products are conceived and tested, taught in business programs, embedded in accelerator curricula, and used as shared shorthand between founders and investors. That shared vocabulary is what keeps .mvp legible: the audience does not need the string explained.
The second meaning reinforces the first through a different recurrence. Competitive sport runs on seasons, and every season crowns its standouts. Most-valuable-player recognition repeats annually across leagues, divisions, schools, and amateur circuits, generating a steady stream of moments worth naming and celebrating. Awards culture extends the same pattern beyond athletics into any arena that honors top contribution.
What makes this durable is that both meanings are anchored to events that repeat by design rather than to a passing fashion. Ventures will keep launching first versions because building and testing early is now the accepted way to reduce risk. Competitions will keep naming their best because ranking and recognition are structural features of how teams and organizations motivate performance. Both engines refill the pool of potential registrants season after season and launch after launch.
The mission of .mvp is to provide a relevant namespace for sports, achievement, startups, product development, entrepreneurship and high-performing individuals or teams.
The mission of .MVP is to provide an accessible namespace for individuals, businesses, organizations, communities, projects, and other entities that identify with or wish to be associated with the term “MVP.” The purpose of .MVP is to enable registrants to establish distinctive online identities through domain names that reflect the concepts represented by the applied-for string. To achieve this purpose, SUFFIX INC. will make .MVP available for registration through accredited registrars and other appropriate distribution channels; maintain secure, stable, and reliable registry infrastructure; implement registration and operational policies that support the availability, security, and integrity of the namespace; and provide ongoing administration of the gTLD to enable registrants to register and use domain names within the namespace. The purpose of .MVP is sustainable over time because “MVP” is a broadly recognized and enduring term across technology, entrepreneurship, sports, entertainment, commerce, and community contexts. It is commonly associated with minimum viable products, founders, developers, product teams, startups, athletes, high-performing individuals, leading projects, and distinguished products or services, while remaining flexible enough to serve new forms of innovation, achievement, and online expression as society, technology, and methods of communication evolve.