Airbnb has announced a $1.5 million sponsorship deal with the Roman Colosseum to host staged gladiator fights for the first time in 2,000 years. The initiative, linked to the release of Gladiator II, aims to promote what the company calls conscious tourism. Under the agreement, eight Airbnb users and their guests will participate in faux gladiator fights in May, entering the arena via the ancient underground route. Critics, including housing activists, have raised concerns, accusing Airbnb of fueling overtourism and displacing residents. Nonprofit leader Alberto Campailla called the campaign a disgrace.