Goldman Sachs Group, the blue-chip investment bank, wants a Netherlands man to change the name of a sex-themed Web site called goldmansex.com.

Goldman Sachs last week submitted a complaint to the National Arbitration Forum (NAF) arguing the Internet domain name goldmansex.com would cause confusion and contained links to objectionable "adult" material.

The NAF mediates corporate disputes including those over Internet domain names.

Goldman Sachs and goldman.com are registered, the bank said.

Goldman Sachs spokesman Peter Rose said the bank would not comment beyond its NAF filing.

But Rob Muller, 32, who founded goldmansex.com and is its sole employee, said "Goldman" was a nickname given to him by his friends because "People thought I was always lucky in my life."

The Web site provides links to strip clubs and escort agencies.

Muller said in a phone interview on Thursday from his home in Albian, the Netherlands, that he had never heard of the world's largest investment bank until recently. He said the NAF notified him about Goldman's complaint on Monday.

NAF lawyer Christine Dorrain declined to comment on the case, citing policy about pending cases.

Muller said he had hired a lawyer and would fight to retain the domain name because he does not think it should cause confusion.

"Would their clients really think this is some sort of new product line?" he said.