Sex.com website sells for $12 mln

In one of the biggest sales of a website name, Sex.com has changed hands for 12 mln dollars, its new owners said.

The group of Boston-based investors said they plan to use the instantly recognizable name to create “a market-leading adult entertainment destination by offering compelling, next-generation web interaction experiences.”

The site was owned by a web entrepreneur who also founded the online dating site Match.com.

The deal is the highest price ever paid for an Internet domain name, easily beating the previous high of 7.5 mln dollars paid for the domain name business.com in 1999.