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TCL Ignites the Spirit of the Winter Olympics in Milan

As the world gears up for the highly anticipated Winter Olympics 2026 in Milan and Cortina d'Ampezzo, TCL, a global partner of the Olympic and Paralympic Games, has launched an extensive outdoor campaign to celebrate this grand event. This initiative reflects TCL's commitment to inspire greatness not just in athletes but also in everyone daring to push their limits.

A Visibility Surge Across Milan

The campaign has taken over Milan with advertisements placed in over 30 high-traffic locations and numerous transport hubs throughout the city. Running alongside the Winter Olympics, these promotions will remain active until the end of March, showcasing the vibrancy of the event. One of the most prominent features of the campaign is a massive billboard strategically located on the 90-meter tall Municipal Technical Services Tower, ensuring it stands out in the city skyline.

TCL aims to connect with both local and global audiences by resonating with the collective spirit and aspirations that define the essence of the Winter Games. According to Stefan Streit, Chief Marketing Officer of TCL Europe, "The theme of our outdoor campaign is to inspire greatness, illustrating the determination and passion that fuels the Winter Olympics.” This vibrancy aims to imbue the streets of Milan with the essence of the Olympic spirit.

Engaging the Public with Interactive Activities

In addition to the pervasive visual branding throughout Milan, TCL invites the public to engage with its brand through several interactive activities. One notable event is the TCL Edelweiss Land, located at Milan's main train station, where visitors can explore incredible innovations like the TCL SQD-Mini LED TV X11L. Operating daily from 10:00 AM to 10:00 PM until February 22, this interactive area covers more than 500 square meters and emphasizes TCL’s commitment to responsible innovation and sustainable design.

TCL’s presence extends even further with the TCL Road to Milano Cortina 2026 Tour, which has already visited major cities such as Rome, Turin, and Venice. Now in Milan, this tour continues at MILAN IL CENTRO ARESE until March 15, providing an engaging atmosphere for fans and showcasing the spirit of the Winter Olympics.

Supporting the Games on a Global Scale

Beyond local engagement, TCL is also ensuring that millions of fans worldwide can enjoy the Winter Olympics. The company will provide televisions, digital displays, and technical support to Olympic Broadcasting Services. Such collaborations will facilitate global broadcasts from the International Broadcast Centre, ensuring that the excitement reaches audiences far and wide.

Within the Olympic Village in Milan, TCL will showcase its innovative screen universe technology and AI air conditioning, enhancing fans’ enjoyment during the games. TCL’s branding will be seen across various official national Olympic Committee houses in Europe, creating a communal space for athletes, fans, and delegations.

TCL’s cutting-edge smart home devices are now making life easier for athletes in the Olympic villages across Anterselva and Livigno. Innovations like smart washing machines provide much-needed comforts, while TCL televisions offer opportunities for athletes to unwind and relax.

Art and Culture Celebrating Olympic Spirit

In an effort to elevate the enthusiasm surrounding the Winter Olympics, TCL collaborated with the Olympic Museum to create a striking mural in Milan’s heart on Corso di Porta Romana. Designed by Zeina Rashid, a painter and Olympic athlete who represented Jordan in table tennis at the Athens and Beijing Olympics, the mural pays homage to the Olympic spirit and celebrates how countless children around the world engage with sports through the lens of their screens.

Zeina’s childhood memories of watching the Winter Olympics inspired her vision, which was brought to life by muralist Bublegum. The mural serves as a vibrant tribute to the cultural heritage of the Olympics and aims to ignite future aspirations in the young audience experiencing the Olympic spirit for the first time.

About TCL

TCL Electronics specializes in research, development, and manufacturing of consumer electronics, including TVs, audio products, and smart home devices. With a focus on thoughtful design and innovative technology, TCL aims to deliver meaningful experiences for consumers. As one of the world’s largest consumer electronics brands, TCL leverages its vertically integrated supply chain and state-of-the-art display panel factory to innovate for everyone. For more information, visit TCL's official website.

In summary, TCL's expansive campaign across Milan brings together technology, art, and the Olympic spirit, engaging audiences both locally and globally. With their groundbreaking initiatives, TCL is set to make the Winter Olympics不仅一个体育盛事，而是一个激励全人类的庆祝。