TCL Enhances the Winter Olympics 2026 in Milan and Cortina Bringing Global Engagement to Fans and Athletes

TCL's Role in the 2026 Winter Olympics in Milan and Cortina

TCL, a leading global technology brand, is set to play a pivotal role in the upcoming Winter Olympics 2026 in Milan and Cortina. With its commitment to revolutionizing the experience for fans and athletes, TCL formally launched its campaign titled “It’s Your Greatness” alongside its creative exhibition, TCL Edelweiss Land. This exhibition, located in front of Milan's Central Station, showcases TCL's latest innovations and aims to engage viewers globally.

Reflecting Excellence Through Technology

The exhibition was inaugurated on February 5, 2026, with notable dignitaries including Kirsty Coventry, President of the International Olympic Committee, and Kevin Wang, CEO of TCL Technology. This strategic initiative underscores the increasing importance of technological partners in facilitating global sporting events and highlights TCL’s dedication to enhancing the visibility and enjoyment of the Games.

TCL believes that sports inspire and unite individuals across cultures and generations. As the world comes together to witness the Winter Olympics, their campaign encourages everyone to seek their personal greatness, resonating with the official event motto, “It’s Your Vibe.” Throughout the event, TCL's technologies will provide an unparalleled viewing experience, ensuring comfort and connectivity for athletes and spectators alike, and ultimately enriching the Olympic spirit.

Empowering Athletes and Audiences

As part of their commitment, TCL is providing millions of fans worldwide with the chance to enjoy the Winter Olympics through high-definition televisions and advanced digital displays. These innovations will be supported by TCL's technical assistance to Olympic Broadcasting Services (OBS), ensuring the events reach a vast global audience from the International Broadcast Center.

In the Olympic Village, TCL is also aiding participating athletes by providing state-of-the-art household appliances, such as AI-driven washing machines and dryers, to enhance their comfort while preparing for competitions. Additionally, TCL’s televisions will serve as a means for athletes to unwind, alleviating the stresses of Olympic competition. The brand is also fostering moments of celebration, allowing athletes to connect with loved ones immediately following their events through advanced display technology.

A Celebration of Innovation

TCL's initiative, “It’s Your Greatness,” embodies their aspiration for excellence and mirrors the core values of the Olympics. As hundreds of athletes prepare for fierce competition over the next two weeks, their unwavering passion and dedication will inspire audiences around the globe.

Notable members of the TCL family include Eileen Gu, Olympic champion and freestyle skier, Jack Hughes, a rising hockey star, and Alex Vinatzer, specializing in slalom skiing. These athletes exemplify the spirit of collaboration as part of Team TCL, composed of 15 athletes from 8 different countries competing in the Winter Olympics and Paralympics.

During the unveiling of TCL Edelweiss Land, Kevin Wang emphasized, “TCL’s latest innovations are fundamental to the Winter Olympics. This day marks a significant milestone as we embark on our first year as a worldwide partner of the Olympic Games, a partnership founded on shared values of innovation and excellence.”

The TCL Edelweiss Land Experience

Running from February 5 to 22, the TCL Edelweiss Land exhibition offers visitors a personal exploration of TCL’s latest advancements, occupying an impressive 500 square meters in Milan. The immersive experience allows attendees to capture memorable moments and motivates them to strive for extraordinary achievements.

The design of the exhibition prominently emphasizes environmental sustainability and creativity, reflecting TCL’s commitment to responsible innovation. Kirsty Coventry recognized TCL's global impact, stating, “Their reach helps convey the magic of the Winter Olympics to communities worldwide. TCL is not just a technology leader; they share our values around inspiring greatness and connecting people.”

The exhibition operates daily from 10 AM to 10 PM, featuring TCL’s cutting-edge display technologies, smart home appliances, and augmented reality devices such as TCL RayNeo AR glasses.

Connecting Cultures Through Art

In line with enhancing the Olympic spirit in Milan, TCL has partnered with the Olympic Museum to create a vibrant mural in Milan, designed by Zeina Rashid, a two-time Olympian from Jordan. This mural represents a tribute to childhood memories of watching Olympic games on screen, fueling dreams of Olympic participation among the youth.

With a firm dedication to creativity and innovation, TCL stands as a beacon for excellence at the Winter Olympics 2026, furthering their mission to inspire greatness and unite humanity through the spirit of sports.