'Sponsor a ruin' and save heritage

Rome: Rome is seeking sponsorship of the Colosseum in a move that would see entry tickets stamped with company logos and advertising hoardings adorning the outside of the 2,000-year-old amphitheatre.

In return, interested firms will be required to invest £20 million (Dh115.32 million) to restore the landmark which is visited by four million tourists every year.

It is the first time in Italy that sponsors have been sought for such an ambitious restoration effort, and it is likely to be used as a template for future projects.

So far a Japanese tycoon, an Italian shoe company and a Rome-based construction group are reported to be interested in financing the project.

However, a battle is likely over plans to try to make money from the country's cultural heritage with claims that there is a push to "McDonaldise" ancient sites.

Italy is one of the most heavily indebted countries in Europe and cannot afford to pay for the upkeep of its rich store of cultural treasures.

"I think it's a working hypothesis which we can continue to elaborate as far as other Italian monuments are concerned," said the culture minister, Sandro Bondi.

The plan will stir the debate in Italy about the appropriateness of using high-profile heritage projects as a platform for commercial gain.