The Phoenix Suns have purchased a unique Internet domain name.
Technically the ".la" is a country code for Laos, but it's somewhat of a creative loophole.
The Lakers may not actually consider Phoenix a rival, but rivalries are not always a two-way street.
The Suns may be able to double-up their usage on their new registration with the Clippers now a power in the Pacific Division.
Phoenix is coming off of a difficult season, winning just 25 games to finish 15th in the Western Conference.
The "beat.la" registration may be more of a long-term investment.