Lorenzo Ornaghi, Italian Minister for Cultural Heritage and Activities, Mariarosaria Barbera, Superintendent of Rome Archaeological Heritage, Gianni Alemanno, Mayor of Rome, and Diego Della Valle, President of the Tod’s Group, have announced the timing and the phases of the restoration of the Coliseum, together with the details of the sponsorship. Tod's said it is committed to restore the Coliseum for patronage only and without any commercial purpose. Diego Della Valle said: "Tod's is proud to support this project by contributing to a better conservation of one of Italy’s symbols in the world and to strengthen our culture abroad. I hope that this sponsorship will stimulate tourism towards our country, creating employment opportunities in a sector where we surely are undisputed world leaders and that it can be an incentive for many Italian and foreign companies who care about the wonders of our cultural and artistic heritage.” The foundation will raise awareness of the restoration project in Italy and around the world and will try to motivate nonprofit actions that might attract young people to the beauty of this monument.