Naming Rights for Buildings Is Taking a Whole New Turn

I am sure everyone has heard about the recent spate of naming (and re-naming) rights being bought and sold for various sporting venues. There is Emirates Stadium in London.  The HP Pavilion (aka the "Shark Tank") in San Jose (home to the San Jose Sharks).  There is the O.co Coliseum (home to the Oakland Raiders and Oakland A's), PETCO Park (home of the San Diego Padres), AT&T Park (home to the San Francisco Giants), and the list goes on.  As many fans know, the names seem to change like the weather.  For example the soccer facility in Carson, California is changing its name from the Home Depot Center to the StubHub Center.

However, these companies have nothing on the fashion companies in Italy.  Apparently, the latest trend for these fashion companies is to invest in rescuing historical monuments in Italy.  Fendi is sponsoring the renovation of the Trevi Fountain.  Tod's donated several million dollars to rehabilitate Rome's Colosseum, Gucci donates half of its museum's ticket sales to preserve the city of Florence's art.  Prada is funding a six-year restoration of an 18th Century pallazzo in Venice.  Diesel is spending millions to restore Venice's Rialto Bridge.  Brunello Cucinelli is paying $ 1.4 million to restore the Arch of Augustus in Perugia.

To hear these companies put it, their brands received a boost to their reputations through Italy's reputation for beauty, elegance, and craftsmanship.  The idea is to give back to Italy's reputation when Italy's economy is such that Italy cannot maintain these historic treasures as it should.  Just as interestingly, the companies are not plastering their brands all over these historic treasures.  Instead, they receive their recognition in a small, fairly unobtrusive way.  For example, Fendi will have a small plaque installed near the Trevi fountain for four years acknowledging Fendi's donation.  Similarly, Tod's will see its logo on tickets sold to the Colosseum. 

This is an interesting take on branding.  It is definitely subtler and not so "in your face."  It is also an opportunity for these companies to "give back" to the treasures which helped make their brand, as well as making a statement to customers about their "ethics" or "ethos."  It also is an acknowledgement as to the growing inter-connectivity of "history" and "business."  I, for one, sure hope that these companies (and many more) continue to give back to the historical landmarks of the world--and, receive a huge boost in their good will for their efforts.