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Ancient Italian landmark at the centre of sponsorship row
Marketing News |
06/09/2010
One of the world's most famous historical monuments, the Colosseum in Rome, is set to become a target for advertising, it has been reported.
The Italian government is searching for capital to help repair and preserve the famous Roman masterpiece, and is believed to be considering a sponsorship arrangement to fund the project.
According to the BBC, a sum of around $25 million (£16.2 million) may be enough to secure advertising rights for the ancient landmark, which was constructed in 70AD as a Gladiators' arena.
Mario Resca, head of Italy's museums and heritage, told the broadcaster that private sector help is needed to preserve the Colosseum, as although the government is "playing its part", it cannot afford to fully fund the repair works needed.
"There's no problem in bringing in private money, as long as it's done responsibly," he commented.
However, critics claim that sites of such immense cultural importance should be spared from the forces of commercialism, at whatever cost.
Darius Arya, a spokesperson for the American Institute for Roman Culture, suggested that the Italian capital is already being spoiled by excessive outdoor advertising.
"We already see that much of central Rome is beginning to look like Times Square," he told the BBC, referring to the New York location's famous neon lighting displays.
"It can be overwhelming to see some of the advertising hoardings on existing classical buildings."
Mr Arya said that if sponsorship of the Colosseum cannot be avoided, it must be done subtly so as not to detract from the iconic nature of the arena.
The Italian government has vowed to be respectful to the country's proud heritage as it invites marketing bids, but the debate over sponsorship of historical landmarks is sure to rumble on.
Posted by Stephen Wilkinson
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