No Image

Art, Travel & Life in Italy & Europe

Tod’s sponsors 25 million euro Colosseum restoration

Diego della Valle for Tod’s (the fancy shoe company) has pledged 25 million euros for the 15-year restoration of the Colosseum. The proposal, made last August to the Soprintendenza, has been accepted and announced officially on January 21st 2011. The complete restoration of the building and the development of a new lighting scheme will be paid by the Italian company.

This is the largest instance of private sponsorship for restoration in Italy as far as I know. It’s also got a really interesting communication plan. Tod’s will be permitted to call itself the “single sponsor for the restoration of the Colosseum” and will be able to use information about the restoration in its stores and website. On site, I doubt that we’re going to see a giant shoe on the side of the building – unlike the obscene placement of advertising of the Bridge of Sighs in Venice. While clearly this sponsorship is in part being undertaken because it’s good for corporate image, it will be communicated in good taste. Tod’s will establish a foundation called “Amici del Colosseo” (friends of the Colosseum) that will communicate information about the restoration to the press and public.

Source: MIBAC press release

Subscribe to ArtTrav via Email

Enter your email address to conveniently receive new posts by email.

By: arttrav

Alexandra Korey aka ArtTrav is a Florence-based art historian and arts marketing consultant.

  • Alberti’s Window

    Wow, what interesting news. I’ll have to look for the “Amici del Colosseo” site to get more information – I’m curious as what a “complete restoration of the building” will entail. I don’t imagine that they are going to rebuild the Colosseum’s missing features, put in a floor, etc., right?

  • Justin

    We want it entirely rebuilt! Not just some silly scrub and some new bulbs.. We want the wall, seats etc rebuilt.

  • http://www.arttrav.com arttrav

    That is intended to be sarcasm, right Justin?