Abstract

The aim of this paper is to analyze the recent regulatory development of the sponsorship connected with the cultural heritage, focusing on some recent particular cases that interest some of the most important archeological sites of Italy such as Herculaneum and the Coliseum. In the case of Herculaneum the sponsorship is used more like a donation because the sponsor, the Packard Humanities Institute, didn't ask the public subject any particular compensatory measures, but at the same time his contribution didn't restrict itself to simple assessment, but he took part in the execution of the reparations and in the management of the site. While in the case of Coliseum, the sponsor is not a humanity foundation, or a charity entity, but a business company that have interest to rise its imagine in the international economic market and in order to do this it asked heavy conditions and the public administration was forced to agree with that to save as quickly as possible the monument from the decay.