Durex's target market is the 16-25 year olds - probably not the same people who would go to ELC concerts.' But Franks is enthusiastic about the result, which attracted a government ABSA award for first-time arts sponsorship.
London International group, best known for its Durex condom brand, announced a restructuring and a Pounds 115.2m one-for-one rights issue when it produced its annual results this week.
Durex proved useful as a model for setting up operations abroad.