While changes in the front office, on the bench and in the lineup may have laid the groundwork for a bright future, in the here and now it looks like it's shaping up to be another dismal season in the desert for the Phoenix Suns, one in which maturation and development comes at the price of a boatload of defeats. (Which, y'know, is all part of the plan.)

Even if the 2013-14 season is marred by losses, though, the Suns have already secured what a certain type of Internet users might call an epic win. From Andrew Allemann of Domain Name Wire, your go-to source for domain name news:

As for the Phoenix Suns, the NBA team bought Beat.la for $5,300. GoDaddy just started a marketing push to help brand .la as the domain name for Los Angeles, even though it’s the country code domain for Laos. This is a clever domain for the Suns to drum up their rivalry.

Wow — way to fall asleep at the switchBoston Celtics.

(Here's here we remind you, just for funsies, that new Suns general manager Ryan McDonough grew up in Hingham, Mass., as the son of legendary Boston Globe columnist Will McDonough and rose to prominence in the Celtics organization. Just putting that out there.)

You can see the placeholder image at the site up top, or better yet, go see for yourself — this is legit. The Phoenix Suns have, it seems, decided to follow up a season in which they had the Western Conference's worst record and precede another in which they might just equal that feat by taking a swipe at the Los Angeles Lakers. And, as Eric Pincus of the Los Angeles Times noted, "the Suns may be able to double-up their usage" with content or promotions targeted at the Los Angeles Clippers now that they're the big dogs in the Pacific Division and, with new head coach Doc Rivers at the helm, a potential title contender. (Shrewd synergy strat/multipurpose branding play.)

Image provided by beat.la

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