Wilkinson's management team at Sports Connections, working with NetNames, has registered a number of variations of the star fly-half's name.
Wilkinson, like a lot of celebrities and sports stars, was at risk of having his name hijacked by moneymakers wanting to cash in or launch unofficial fan sites, possibly damaging his reputation.
Jonathan Robinson, director of business development at NetNames, said: "Celebrities must take due care to ensure that their name is not infringed upon online by taking a proactive approach to the management of their domain name assets, including registration, monitoring, renewal and brand maintenance. This will prove to be a more cost-effective approach than trying to recover a domain name through the legal system at a later date if there are potential infringements."
The domain name firm alerted Wilkinson's agent Tim Buttimore when was due to become available, allowing the star snap up the web address before a cybersquatter was able to cash in.
"NetNames was quick to inform us that jonnywilkinson.co.uk was going to be available for registration and recommended that we register the domain to help protect Jonny's brand online. We have now taken steps to register different domains for Jonny and we are also seeking advice about recovering other website names," Buttimore said.
Netnames has also registered other variations of Wilkison's name, including "Jonny W".
To capitalise on the World Cup eurphoria and interest in Wilkinson, who has become the best known of the winning England team, Sports Connections is holding talks with Phones International, which owns , about the possible launch of number of Wilkinson-related mobile services.
Eric White, marketing director of Phones International, said: "We're working with Jonny's agent and have been in talks over the past few months about launching a number of mobile services. One we've been looking at is a java game for mobile handsets."
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .