#USA #Milan #Winter Olympics #TCL #It's Your Greatness

TCL Elevates Winter Olympics Experience

As the excitement builds for the upcoming Winter Olympics in Milan and Cortina d'Ampezzo in 2026, TCL, a premier global technology company and official partner of the Olympics and Paralympics, has begun its festivities with the launch of a new campaign named "It's Your Greatness." This announcement coincided with the grand opening of TCL Edelweiss Land, an innovative space located at Piazza Duca d'Aosta, right in front of Milan's central station. The launch event, held on February 5, 2026, welcomed notable guests, including Kirsty Coventry, President of the International Olympic Committee, and TCL's CEO Kevin Wang, alongside technology leaders from TCL Technology.

A New Era of Technological Partnership

This initiative marks the growing importance of technological partnerships in global sporting events. As brands like TCL take a central role in providing the infrastructure necessary for the Olympic Games, their contributions are vital to enhancing the overall experience for fans and athletes alike. Through its campaign, TLC highlights its belief in the power of sport to connect and inspire people across cultures and generations. As the world comes together to celebrate the Winter Olympics, the "It's Your Greatness" initiative aims to motivate individuals to discover their own excellence, mirroring the event's official motto, "IT's your vibe."

TCL is committed to ensuring that millions of fans worldwide can enjoy the games both on-site and at home. The company plans to supply televisions, digital displays, and technical support for Olympic Broadcasting Services (OBS), facilitating global coverage of the events. In the Olympic Village in Milan, TCL will showcase its cutting-edge technology, including the TCL Screen Universe and AI-powered climate control systems, allowing fans to engage with the Olympics more than ever before.

Moreover, TCL is dedicated to ensuring that athletes are equipped for peak performance. The company’s next-gen home appliances, like smart washing machines and dryers, are set to enhance comfort in the Olympic Villages, while TCL TVs provide a relaxing atmosphere for athletes to recuperate. In addition, during significant moments like victories, TCL's display technologies will help athletes connect with their loved ones, reinforcing connections that the Olympic spirit inspires.

Committing to Excellence

The concept behind "It's Your Greatness" reflects TCL's commitment to excellence, aligning closely with the Olympic values. The culmination of years of preparation and training for hundreds of athletes will unfold over the next two weeks, showcasing extraordinary passion and determination that will inspire audiences worldwide. Among the athletes appearing in this initiative are Olympic champion and freestyle skier Eileen Gu, rising ice-hockey star Jack Hughes, and slalom specialist Alex Vinatzer. These athletes are part of Team TCL, an impressive lineup featuring 15 athletes from eight different countries competing in the Winter Olympics and Paralympics.

At the opening of TCL Edelweiss Land, Kevin Wang emphasized, "The latest innovations from TCL play a pivotal role in the Winter Olympics. Today marks a milestone in TCL's first year as a global Olympic partner. Our collaboration is born from shared values of innovation, and TCL has always believed in the power of sports to unite people across cultures and generations. This is just the beginning."

An Interactive Showcase

Open from February 5 to 22, the TCL Edelweiss Land exhibition spans over 500 square meters and offers visitors the chance to experience TCL's latest innovations first-hand. Attendees can share high-profile moments with friends and the community, while connecting with eco-conscious design principles that reflect TCL's commitment to sustainability and creativity. Each day, from 10 AM to 10 PM, the exhibition features the latest products, including advanced display technology from TCL CSOT. Visitors will also explore smart home appliances, and experience TL RayNeo AR glasses, showcasing the latest in augmented reality technology.

To further generate excitement around the Olympic Games, TCL collaborated with the Olympic Museum to produce a mural located in the heart of Milan at Corso di Porta Romana 111. The mural, created by Zeina Rashid, a painter and Olympian who represented Jordan in table tennis, draws inspiration from memories of watching the Winter Olympics on TV as a child, which sparked her dreams of Olympic participation. Her vision was brought to life with the help of muralist Bublegum, resulting in a vibrant homage to the Olympic heritage that celebrates how countless children around the world first discover the Olympic spirit through the screen—an opening to their future aspirations.

About TCL

Founded in 1981, TCL stands for "The Creative Life." The company embodies creativity in all aspects of life, committing itself to delivering innovative solutions that encompass televisions, audio products, smart home devices, display technologies, and clean energy. These solutions enhance user experiences through TCL Industries and TCL Technology. Currently, TCL operates 47 R&D centers and 39 manufacturing plants worldwide, solidifying its status as a competitive global brand in smart technologies. With the goal of inspiring greatness, TCL has become an official global partner for the Olympic and Paralympic Games in the home audiovisual technology and home appliances sectors.