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With the emergence and global proliferation of “sugar dating” websites, the phenomenon of sugar dating is increasingly on the public agenda. Sugar dating is described by these sites as dating arrangements based on an exchange of intimacy and companionship for financial or other forms of support. Given that sex is often part of the arrangements, claims are widespread, yet disputed, that sugar dating is a form of prostitution. Based on interviews and a survey questionnaire, this article maps the practice of heterosexual sugar dating in Sweden as described by “sugar babies” and “sugar daddies” themselves. It shows a striking diversity in regard to what sugar dating means for participants, both in terms of what they do when sugar dating and in terms of how money and/or other material goods are involved in arrangements. A further key difference between sugar dating arrangements is whether “sugar babies” enter them for purely instrumental reasons or enjoy them in and of themselves. Although not all kinds of sugar dating include sex, we argue that sugar dating sites should be seen as key actors in the expansion of the sex (and intimacy) industry, drawing on and articulating pre-existing tendencies within it.

Varieties of Sugar Dating in Sweden: Content, Compensation, Motivations