Corporations Renovate Rome’s Landmarks: Colosseum, Trevi Fountain & Pyramid of Cestius

Corporations Renovate Rome’s Landmarks: Colosseum, Trevi Fountain & Pyramid of Cestius

Rome’s department for heritage and monuments is running short of money, as most of the Italian public institutions, and private funds are compensating for the central state’s lack of resources.

(Un)fortunately Rome has very high maintenance costs, considered the average age of its treasures. Therefore private capital can be very useful in such a hard time for our public accounts.

It would be highly desirable that the Italian government could provide an adequate funding to keep our landmarks in good shape but this is not the case.

There is a big debate on the role of private companies in restoring Rome’s monuments. We don’t want to annoy you with the details of this controversial issue, but we would like to briefly examine which Roman treasures in dire need of maintenance will be funded by corporations.

We want to start with a foreign subject: the Japanese entrepreneur Yuzo Yagi. During a trip to Rome, this Italian textile exporter, realized that the Pyramid of Cestius was not doing well [1]. Not only the monument will be restored, but the Japanese funds will also help to continue archaeological research inside the pyramid with the hope of retrieving new documents, treasures or findings that can shed new light on ancient Rome.

The most famous sponsorship is however the one of the Colosseum, Rome’s main symbol [2]. A well know Italian businessman decided to pay for the works, in exchange of some good exposure and visibility for his luxury and shoes brands.

Thirdly, it seems that also the monument tourists love the most here in Rome, the Trevi fountain, will be restored thanks to the generosity of private hands [3]. A famous Roman fashion house should fund the restoration for a total cost of 2,5 million euros [4].


What’s your opinion on the role of corporations in the Rome heritage scene?

Do you think it is convenient to get this much needed money in exchange for great corporate advertising opportunities or not?