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TCL Unveils EU Sports Ambassadors for 2026 Winter Olympics

On October 17, 2025, TCL, the global leader in consumer electronics and a worldwide Olympic partner, proudly announced the formation of the Team TCL EU. This unique assembly brings together some of the most celebrated European winter sports athletes as official ambassadors, reflecting the brand's commitment to innovation and excellence. The initiative heralds the upcoming Winter Olympics in Milano Cortina 2026, a prestigious event marked by sportsmanship, technological advancement, and the Olympic spirit.

The athletes, representing various winter sports disciplines, embody TCL's values of perseverance and the pursuit of greatness. Among those selected are alpine skiers Alex Vinatzer and Christof Innerhofer from Italy, slalom gold medalist Clément Noël from France, Swedish cross-country champions Frida Karlsson, Ebba Andersson, and Jonna Sundling, as well as Dutch speed skater Joy Beune. Each athlete brings a narrative of dedication and ambition perfectly aligned with TCL's vision to "Inspire Greatness."

Bridging Sports and Technology

TCL's partnership with the International Olympic Committee, announced in February 2025 and extending through 2032, solidifies its presence in the realms of home audiovisual devices and household appliances. By merging cutting-edge technology with the spirit of the Olympics, TCL is not only enhancing the sports experience for fans but also fostering a powerful connection with them leading up to the 2026 Winter Olympics.

As these ambassadors gear up for the games, they will participate in promotional events, share their personal journeys, and interact with fans through various digital platforms and social media campaigns. Excitingly, they aim to convey how technology and innovation converge with sports to create lasting inspiration for audiences throughout Europe.

Athlete Insights

The athletes have expressed their enthusiasm about joining the TCL EU Team. Alex Vinatzer remarks on the significance of precision in slalom racing, drawing parallels to TCL's meticulous approach to technology and performance. He sees his role as a way to elevate Italian fans as they anticipate the challenges of the upcoming Olympics.

Christof Innerhofer emphasizes the importance of resilience and innovation. He hopes to inspire the next generation of Italian skiers to chase their dreams and aspirations leading to the Winter Olympics.

Clement Noël, who previously captured gold at the 2022 Beijing Olympics, highlights the thrill of competition and plans to share that excitement with fans worldwide, reinforcing the idea that focus and desire are prerequisites for achieving greatness.

Frida Karlsson shares her dream of competing with the best, using her platform to encourage young skiers to pursue their ambitions. Similarly, Jonna Sundling focuses on the spirit of speed, intensity, and delivering peak performance synchronicity with the energy emanating from the Team TCL EU.

Joy Beune correlates her pursuit of speed and precision on the ice with the importance of technology in enhancing athletic performance. She aims to inspire Dutch fans by illustrating how sports and innovation intertwine for an extraordinary journey towards the Winter Olympics.

TCL's Leadership in Innovation

Reflecting TCL's growth and presence in the global market, the company maintains its status as a leader in Mini LED television sales, witnessing a remarkable 176% increase in deliveries in the first half of 2025. Moreover, TCL's home appliances, including the Fresh Air AC, ranked first in global sales, showcasing the brand's commitment to enhancing consumer lifestyles with innovative features.

Conclusion

As the countdown to Milano Cortina 2026 begins, Team TCL EU stands poised to inspire audiences through their performance and commitment to excellence. This collaboration underscores how sportsmanship and innovation can lead to remarkable achievements, not just in competition but in everyday life. TCL's mission to marry technology with the spirit of the Olympics reflects a broader ambition to not only support athletes but to enlist fans in a shared journey of aspirations and achievements.