Early next year, The Internet Corporation for Assigned Names and Numbers (ICANN) who govern over domain names, will begin taking applications for top-level domain names.
For example, if you have '.bsl', you can create websites like 'blog.bsl' , 'casestudies.bsl' or 'portfolio.bsl'.
A personalized domain extension could enhance your location in search engine results, open up branding options, and allow you to organize your own domains specific to marketing.
Another example could be '.adidas' where you can create specific branded websites like 'running.adidas' or 'raceottawa.adidas'.
However, with an initial application cost for a of $185,000, it may limit applications to larger corporations and organizations.
source:
http://www.reuters.com/article/internetNews/idUSTRE5576DM20090609
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