A friend of mine just had a NAF / ICANN arbitration for the domain Goldmansex. Investment bank Goldman Sachs issued a claim. Although Goldmansex is in a completely different business, has a complete different website and even registered the trademark he lost his domain name. This means that every famous brand can claim al simular domain names, even if they operate in a complete different line of business. You can read about it on www.goldmansex.com
There is a lot of case material regarding putting words behind a famous trademark (e.g. Googlesex).
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