Bomber vs King – Winter Edition

A Curling Challenge to Promote Sports Accessibility.

On Friday, March 28, Procter & Gamble, global partner of the International Olympic and Paralympic Committee, brought the “Winter Edition” of the format “Bomber vs King” to the Palasesto arena in Milan. On the ice, Team “Bomber,” captained by Christian Vieri and joined by Bruno Barbieri, Fabio Rovazzi, Ciro Ferrara, and Cristian Brocchi, faced off against Team “King,” led by Alessandro Cattelan with Vittorio Brumotti, Alvin, Nicolò De Devitiis, and Federico Russo.

The teams were able to rely on the talent of Olympic athletes from the Italian National Curling Team, Stefania Constantini and Marta Lo Deserto, as well as Paolo Ioriatti and Orietta Bertò from the Italian Wheelchair Curling Team, alongside a group of celebrities and content creators. In particular, Cronache di Spogliatoio promoted the event through its broadcasts and provided social media coverage with real-time photos and videos across its channels. Overall, the event reached a total social media audience of 3,864,163 views.

The event, streamed live on Gillette’s YouTube channel, was presented by the iconic voice of sports commentary Pierluigi Pardo, supported by technical commentary from Marco Mariani, an Olympic athlete from the 2006 Winter Games in Turin.

This initiative is part of Procter & Gamble Italy’s (P&G) “Champions Every Day” program The program includes a series of concrete actions launched in the run-up to the Milan-Cortina 2026 Winter Olympic and Paralympic Games to promote and facilitate access to sports for young people with disabilities in Italy. Its goal is to encourage a healthy lifestyle and foster inclusion and social interaction.

Eleven managed the event in every phase: from the creation of the format and content to the contracting and engagement of all talents, as well as managing institutional relations with the federation and overseeing the full production of the event.