An icon of Italian sport who turned skiing into a national passion, Alberto Tomba enters the world of Caffè Borbone. The company has chosen Tomba as the ambassador for its new television campaign, strengthening a collaboration that began in 2025, when he starred in a social media campaign as an inspirer and mentor to some of Italy’s most promising winter sports talents.

The announcement of this new partnership will be accompanied by an exclusive interview conducted by Fabio Caressa, a leading figure in Italian sports journalism. The interview will offer audiences a personal account from Alberto Tomba, reflecting on the most thrilling moments of his career and speaking about talent, commitment and passion—values that made him a hero to generations of Italians. This choice stems from the strong affinity between the champion and the brand’s identity, both embodying authentic values and a passionate, genuine approach to life. Just as Tomba brought skiing closer to people, making it one of the country’s most followed and beloved sports, Caffè Borbone views coffee as a shared daily ritual, capable of bringing people together through taste and simplicity.

“Alberto Tomba is a champion recognized by everyone. He has always known how to enter Italian homes as an unconventional, approachable presence—someone you would invite for a pleasant chat over a cup of coffee—never appearing as an untouchable television personality. As a ‘champion next door,’ he has become part of the everyday lives of devoted families. For this reason, we believe he is one of the most representative Italian sports figures to give voice to the values in which both the brand and the people who choose Caffè Borbone can recognize themselves,” says Marco Schiavon, CEO of Caffè Borbone.