Sponsors of Venice regattas allowed in gondolas

Organisers say rule change necessary for tradition's survival

Venice - Sponsors of the traditional Venetian lagoon Regatta for the first time will be able to sit in racing gondolas during the annual contest along the Grand Canal, organisers said Friday.

The decision was sure to disturb purists among lovers of Venice who attend the race, but the Nuova Venezia consortium which manages the race claimed the innovation was necessary to attract sufficient funds to keep the traditional, unique race alive. The ruling is a sign of how times have changed in a recession. Only recently two racing Regatta teams were disqualified for indirect advertising of Coca Cola beverages.