Isn't this the case globally and not just Rome?

It's a business decision, if the rich person wants to pay and its more profitable than the alternative and/or may get massive press or social exposure than it may get a yes.

If a mega-celebrity wants to visit the Louvre, the Louvre (and French police) don't want the headache of it getting leaked on social media and thousands of fanatical Stans turning up as a mob, so safer to arrange a private viewing.

London museums as an example are routinely strategically sponsored by companies and individual with bad reputations.Example https://cultureunstained.org/2025/11/18/british-museum-drops... and Saudi Arabia has been whitewashing the killing of the journalist via bankrolling Sports.