During the last ten years, observations of long-duration gamma-ray bursts brought to the conclusion that at least a fraction of them is associated with bright supernovae of type Ib/c. In this talk, after a short review on the previously observed GRB-SN connection cases, we present the recent case of GRB 100316/SN 2010bh. In particular, during the observational campaign of SN 2010bh, a pivotal role was played by VLT/X-shooter, sampling with unique high quality data the spectral energy distribution of the early evolution phases from the UV to the K band.
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