Sponsorship’s Financial Sustainability for Cultural Conservation and Enhancement Strategies: An Innovative Model for Sponsees and Sponsors

Luigi Dolores, Maria Macchiaroli and Gianluigi De Mare
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Luigi Dolores: Department of Civil Engineering, University of Salerno, 84084 Fisciano, Italy
Maria Macchiaroli: Department of Civil Engineering, University of Salerno, 84084 Fisciano, Italy
Gianluigi De Mare: Department of Civil Engineering, University of Salerno, 84084 Fisciano, Italy

Sustainability, 2021, vol. 13, issue 16, 1-28

Abstract: The topic of the paper is sponsorship for the requalification/conservation of historical-architectural heritage. In the literature, there are many models for evaluating the financial efficiency of sponsorship from the point of view of the sponsor (mostly in the sports field), but none of these jointly support both the sponsor and the sponsee in the selection of financially sustainable cultural sponsorships. Trying to reduce this gap, an innovative model is proposed for estimating the profitability of cultural sponsorship. The model consists of three phases. In the first, which consists of the financial analysis of the investment for the sponsee, the minimum amount that the sponsee can request from the sponsor is established. The second phase analyzes the financial performance of potential sponsors, estimating the optimal sponsorship budget that maximizes profits. In the final phase, where the results of the two analyses are compared, the sponsee eventually reformulates his offer and decides which company to sign the contract with. The model is tested through a case study: the sponsorship of the restoration of the Don Tullio Fountain in Salerno (Italy). It is assumed that two companies are interested in sponsorship. The results show that the investment is financially sustainable for both companies.

Keywords: cultural sponsorship; PPP; architectural heritage; restoration; financial sustainability; sponsorship tariff; econometric model (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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