Rome ( CNN ) -- It is one of a handful global landmarks that needs no introduction . The Colosseum in Rome is an Italian icon and a relic that dates back to the first century A.D. -- lions , gladiators , chariots and all . But with so many historic landmarks to care for -- like the Colosseum , the Spanish Steps and the Leaning Tower of Pisa -- Italy is beginning to struggle to manage its vast portfolio alone . This is a fact now readily acknowledged by the country 's political hierarchy , with new methods to pay for the upkeep of these magnificent structures being sought . `` To me , this belongs to the entire mankind , '' Rome mayor Ignazio Marino told CNN as he looked out over the Italian capital from a balcony at City Hall . `` We have to share projects and ideas but we have to the share responsibility to maintain these for the generations to come , '' he added . The Colosseum brings in nearly $ 50 million every year but much of this money now goes to pay for the upkeep of less visited treasures across the city . Problems regarding funding started during the global financial crisis a little over five years ago . In 2014 alone , the city of Rome ran a deficit of over $ 1 billion dollars and required a federal decree to bail it out . These budgetary issues are complicated further by social and professional movements pressuring their representatives elected representatives on a number of issues such as pay and public services . On the sprightly spring day that CNN visited the Eternal City , junior doctors were on the streets seeking a pay hike . There are some , however , who say that if there is any hope of bringing back the days of `` La Dolce Vita , '' Italy needs to bundle its history with what the world sees as the Italian lifestyle . It is here that the private sector has begun to play its part . According to Diego Della Valle , owner of high end shoemaker , Tod 's , the nation 's biggest companies have a responsibility to maintain Italian monuments as they are all part of the same brand experience . DDV , as he is known , is spending $ 34 million on a five year scrubbing of the travertine marble front of the Colosseum . `` The most important things is the tourist project ... ( or ) if you want we call it the Made in Italy project , '' Della Valle said . Elsewhere , Bulgari is putting $ 2 million into the Spanish Steps while fashion house Fendi has offered up nearly $ 3 million for the equally famous Trevi Fountain . Rome 's mayor himself has even ventured to Saudi Arabia seeking patrons from the energy rich state . It 's a cap in hand call to action that the founders of this once mighty empire would have never considered . While Rome was n't built in a day , it may also take a little longer find the coin required to preserve its finest and most treasured monuments . See also : From racecourse to mini-city . See also : Architects build first 3D printed house . See also : Giving Motown a replay .
Italy is seeking new ways to pay for the upkeep of its most popular landmarks . Political commentators have said the country is struggling to manage its vast collection of historic buildings . Working with major Italian brands could be a way to manage the likes of the Colosseum in Rome .