UN MODELLO DI MASSIMIZZAZIONE DEL RENDIMENTO DELLA SPONSORIZZAZIONE CULTURALE PER GLI OPERATORI PUBBLICO E PRIVATO

Abstract

In Italy, the collaboration between public bodies and private companies to enhance cultural heritage is a consolidated practice. Sponsorship represents the main form of public-private partnership through which to enhance the architectural heritage. Through sponsorship, both the sponsor and the sponsee pursue multiple objectives. The common goal of the two sponsorship players is to maximize the financial performance of the investment. This paper aims to propose an innovative model that allows the sponsoring company to maximize the profit and the public body to establish the right amount to be requested during the negotiation phase. It was therefore deemed necessary to integrate econometric formulas describing the company's behaviour with the regulatory provisions that characterize the sponsorship contract. The model is first defined on a logical-mathematical level, then validated through a case study. It is assumed that two companies are interested in sponsoring a monument located in the city of Salerno (Italy). The results reveal which company gets the highest return from sponsorship.