With the advent of so-called "Cultural Sponsorship" in the 1980s the initiatives of both public and private companies emerged in Italy to fund national art heritage and cultural events. Since the 1960s, however, the Ivrea-based company Olivetti had started to organize art exhibitions in Italy and especially abroad. A number of events were realized in the United States, a country to which Olivetti was strongly connected, both commercially and culturally. Taking into account the broader Italian and international context, the essay analyzes Olivetti’s philosophy and policies undertaken to organize cultural events from the mid-1960s to the early 1990s. This issue will be examined as one of the components of corporate communication, specifically related to the concept of "public relations", the body of practices utilized by companies to promote their image.
Keywords: Olivetti, cultural sponsorship, public relations, art exhibitions, relations between United States and Italy, corporate communication