Jan 21, 2011 at 06:25 PM
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Italy Accepts €25 Million Colosseum Makeover From Footwear Company

The Italian culture ministry has accepted a deal presented by luxury shoe manufacturer, Tod's, back in December, which will pave the way for the company to provide the Roman Colosseum with a 25 million euro makeover.

"You won’t find a Tod’s shoe or bag hanging from the Colosseum’s walls. It’s an undertaking with great cultural relevance and that’s enough," Chairman and CEO, Diego Della Valle has said, in reference to the public's sponsorship concerns. "We are ambassadors of Italy’s life style and it’s really our duty to give off a strong symbol.”

With the deal finally being approved today, Tod's logo, will be noticeable on scaffolding as well pamphlets and promo materials on the restoration project.

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