On its edition of dec. 8th, El Magazine Digital showcased a most interesting evolution of the sponsorship in monument rehabilitation: the Italian firm Tod's agreed to pay for the refurbishment do the roman Colosseum... Without explicitly adverstising it -- meaning no big transparents with the company's name will hang from the Colisseum's walls for the time the works will be carried out. This sponsorship will be known institutionally instead, i.e. via press conferences, media and social meetings, etc.
That's a most interesting evolution in sponsorship: instead of being intrusive, donors become more elusive. The story's title is quite clear: "Un mecenas discreto para el Coliseo". Paying for culture is good enough even if your firm is not big advertised. An interesting development indeed. Of course you can argue that the Colisseum is Italy's most known symbol and therefore it should be treated apart... But nonetheless this move opens up the game of sponsoring in new ways. The whole story can be read here and certainly this is a new form of cultural sponsorship.
I put this in an open contrast to this news about the crisis and the cuture in Catalonia a most worrying subject as it seems that the current crisis will sweep the culture away from our lives. Let's fight for this not to happen!
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