The Colosseum under scaffolding. The Trevi fountain under scaffolding. Piazza di Spagna, the pyramid of G. Cestius, and other monumental sites under scaffolding.
One could legitimately ask if the Italian Ministry of Cultural Heritage and Tourism (MiBACT) recently received an extra injection of government funds. Instead, it is a new paradigm in which private companies and businesses are outdoing each other to sponsor conservation and restoration projects throughout central Rome. And no wonder: this sponsorship has many advantages, not only for the stakeholders (in the form of selfless generosity and perhaps self-promotion), but also for the future of these specific monuments.

The benefits of sponsorship

What are the incentives for companies and businesses to spend millions of euros to preserve monuments? Italian fashion house Fendi has a very clear answer: "It's our duty to pay tribute to the city of Rome, which has given us so much and is part of Fendi's creative heritage." 

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Source: http://romanculture.org/