TCL’s Vision of “It’s Your Greatness” Embodied by the World’s Greatest Sporting Event
TCL, a global leader in consumer electronics and a Worldwide Olympic and Paralympic Partner, marked a major milestone with the successful conclusion of the Milano Cortina 2026 — showcasing how cutting-edge technology can elevate the global sporting experience.
Throughout the Games, TCL played a pivotal role in transforming how audiences, athletes, and broadcasters engaged with the event. At the International Broadcast Center (IBC), the heart of global coverage, TCL deployed over 330 TV screens and 300 commercial display units, enabling media professionals to capture and deliver every moment with exceptional clarity and precision to millions of viewers worldwide.
Beyond broadcasting, TCL technology enhanced life within the Olympic Villages, where smart home appliances provided comfort for athletes. Its advanced display systems also powered the “Athlete Moment,” facilitating more than 350 emotional connections between athletes and their loved ones — bringing the human side of the Games into sharper focus.
Celebrating Greatness Beyond the Podium
The spirit of the Games was embodied by athletes under Team TCL, whose journeys of resilience and excellence inspired global audiences to pursue their own greatness. Their stories reflected the essence of TCL’s campaign, “It’s Your Greatness” — emphasizing that true achievement extends far beyond medals.
Reflecting on the milestone, Li Dongsheng, Founder and Chairman of TCL, shared: “Since our founding in 1981, our goal has been to create technology that improves lives. As a Worldwide Olympic and Paralympic Partner, we are proud to use our innovations to bring human stories to the forefront on one of the world’s biggest stages.”
Immersive Experiences Beyond the Arena
TCL also connected directly with the public through immersive installations across Milan. Its “Wishes For Greatness” Winter Wonderland transformed Piazza del Duomo into a festive hub, featuring sport-themed igloos and interactive displays surrounding the towering Milano Cortina 2026 tree.
Meanwhile, TCL Edelweiss Land at Piazza Duca d’Aosta welcomed over 91,000 visitors into a 500-square-meter experiential space. Guests explored next-generation innovations, including SQD Mini-LED TVs and TCL RayNeo AR Smart Glasses, while enjoying interactive exhibits and personalized souvenirs.
TCL also collaborated with the Olympic Museum, Olympian and artist Zeina Rashid, and 3D muralist Bublegum to create a vibrant mural in downtown Milan — blending sport, art, and technology into a powerful cultural expression inspired by the Olympic spirit.
A More Connected Olympic Future
According to Kirsty Coventry, President of the International Olympic Committee, “The Olympic Games are becoming more connected, more digital, and more global. TCL’s technology is transforming how these moments are experienced — making them more immersive and emotional for audiences worldwide.”
As TCL looks ahead to the upcoming Paralympic Winter Games, the company continues to support its Team TCL athletes, including Brazilian para athletes Aline Rocha and Cristian Ribera, whose resilience and determination embody the true spirit of sport.
With a long-term commitment as a Worldwide Olympic and Paralympic Partner, TCL is set to build on the success of Milano Cortina 2026 — continuing to innovate and redefine how global audiences experience the power, emotion, and unity of the Games for years to come.
