A model for defining sponsorship fees in public-private bargaining for the rehabilitation of historical-architectural heritage

This paper proposes a model of support for public administrations aimed at determining the rates for the exploitation of image rights by those companies that intend to sponsor rehabilitation or restoration projects in order to en-hance the historical and architectural heritage present in Italy. This model has been applied to the city of Salerno (Italy). Indeed, it was as-sumed that the municipal administration is looking for sponsors intent on fi-nancing the restoration works of four city monuments. Through the model it was possible to determine the amount of funding, to be paid by the sponsors, including the amounts necessary for restoration works and advertising costs. The advertising fees for the city of Salerno have been determined starting from those established by Naples Municipal and applied to similar cases of cultural sponsorship. The parameter used for the comparison is the average monthly number of attendances that characterizes each location (direct audi-ence). The costs of restoration work, for each monument of Salerno, have been de-termined through expeditious bills of quantities. Finally, the total cost of sponsorship is equal to the sum of the restoration works costs and advertising costs.