In 1967 he formed the "Omar Sharif Bridge Circus" to showcase bridge to the world and invited professional players including members of the Italian Blue team, which won 16 World championship titles, to tour and promote the game via exhibition matches including one watched by the Shah of Iran. Touring through Europe, the Circus attracted thousands of spectators who watched the matches via Bridge-O-Rama, a new technology (and predecessor to the modern-day VuGraph) that displayed bidding and cardplay on television monitors. Players included Benito Garozzo, (considered by many as the greatest bridge player of all time) plus his Italian compatriots Pietro Forquet and Giorgio Belladonna and Frenchman Claude Delmouly.