TCL Enhances Winter Olympic Experience for Athletes and Fans at Milano Cortina 2026

TCL Elevates the Experience at Milano Cortina 2026

TCL, a leading global technology company and a worldwide partner of the Olympic and Paralympic Games, officially launched its campaign "It's Your Greatness" during the opening events of Milano Cortina 2026. On February 5th, TCL celebrated this initiative with the grand opening of its creative showcase, TCL Edelweiss Land, located on the Piazza Duca d'Aosta in front of Milan's central train station. Distinguished guests in attendance included Kirsty Coventry, President of the International Olympic Committee, and TCL's CEO Kevin Wang.

As technology partners continue to play a crucial role in global sporting events, TCL is emphasizing their belief in the transformative power of sports to inspire individuals across cultures and generations. The "It's Your Greatness" campaign encourages everyone to discover their personal excellence, aligning with the official event theme, "It's your vibe."

Connectivity for Athletes and Fans

Throughout the Winter Olympic Games, TCL's cutting-edge technology will enhance how fans interact with the events, providing comfort and connection for athletes to perform at their best. Millions of spectators around the globe will enjoy the Games both on-site and via broadcasts, as TCL provides high-definition TVs, digital signage, and technical support for Olympic Broadcasting Services.

At the Milano Olympic Village, TCL’s immersive “screen universe” and innovations such as AI-optimized air conditioners will offer fans unparalleled choices for experiencing the Winter Olympics like never before. Additionally, TCL’s state-of-the-art home appliances, such as smart washers and dryers, will ensure athlete comfort in the Olympic villages of Anterselva and Livigno, while their televisions will provide them with entertainment and relaxation.

TCL is also committed to enhancing the emotional connection of athletes with their loved ones by integrating display technology that allows them to celebrate pivotal moments right after their events.

A Commitment to Excellence

The essence of the "It's Your Greatness" initiative mirrors TCL's dedication to excellence, harmonizing with the Olympic values. This two-week event will witness the culmination of the hard work of numerous athletes, including Olympic freestyle skiing champion Eileen Gu and rising ice hockey star Jack Hughes, among others. These athletes are supported by TCL as part of a team that includes 15 athletes from eight countries participating in the Winter Olympics and Paralympics.

At the inauguration of TCL Edelweiss Land, CEO Kevin Wang expressed the importance of TCL's latest innovations to the Winter Olympics. He declared, “Today marks a significant milestone in TCL's first year as a global Olympic partner, following shared principles of innovation and excellence. We have always believed in sports' ability to connect people across diverse backgrounds.”

The TCL Edelweiss Land showcase runs from February 5 to 22, featuring over 500 square meters dedicated to the latest TCL technologies. Visitors are encouraged to engage in photo moments and become inspired to create extraordinary experiences for themselves and their communities. The exhibition is designed with sustainability principles in mind, emphasizing TCL’s commitment to innovation and environmental responsibility.

A Celebration of Olympic Values

Kirsty Coventry highlighted TCL's global reach as an essential element of their partnership with the Olympics. She noted how TCL's technological leadership, combined with shared values like inspiring greatness and connecting people, will play a pivotal role in how the world experiences the Olympic Games.

Open daily from 10 AM to 10 PM, TCL Edelweiss Land allows guests to experience the latest display technologies developed by TCL CSOT, alongside smart home appliances and TCL's RayNeo AR glasses featuring advanced augmented reality technologies.

In addition to the showcase, TCL collaborated with the Olympic Museum to create a vibrant mural in the heart of Milan, paying tribute to the Olympic legacy and encouraging future generations to aspire towards Olympic ideals. This project, envisioned by Olympic table tennis athlete Zeina Rashid, captures the enchanting spirit of the Winter Games and its global impact.

About TCL

Founded in 1981, TCL aims to embody creativity in all life aspects by providing innovative solutions – from televisions and audio products to smart home appliances and clean energy technologies. With a presence in over 160 countries and regions, TCL stands as a competitive brand in the global smart technology market, committed to inspiring excellence through its partnership with the Olympic and Paralympic Games.

For more details, visit the TCL official website or experience TCL Edelweiss Land during the Winter Olympics.