If you email has something called a catch-all capability you can do this. Hotmail and GMail do not offer it but any where you have a domain of your own usually do.
A catchall will allow one account to collect all the non standard names (before the @) and drop them into one place.
So I sign up using that same logic.
tesco@mydomainname.com
bbc@mydomainname.com
It also means that if you start getting spam to that address you can tell who has been breached and who caused your next serving. It also means the blast radius of that breach is smaller. It can be handy.
