The International Olympic Committee (IOC) has announced a groundbreaking partnership with global technology giant TCL, securing the company as a Worldwide Olympic and Paralympic Partner through 2032. Under this agreement, TCL will be the exclusive sponsor in the Home Audiovisual Equipment and Home Appliances category, playing a pivotal role in enhancing both fan and athlete experiences at the Olympic Games.
As part of the partnership, TCL will provide advanced digital displays at Olympic venues and household appliances for the Olympic Village, ensuring a seamless experience for athletes. In addition, TCL will collaborate with the IOC on innovative marketing campaigns designed to bring the Olympic spirit to billions of fans worldwide. The company will also contribute to the IOC’s Olympic AI Agenda, supporting new technological advancements that enhance engagement for fans both on-site and at home.
“The IOC is excited to announce its new partnership with TCL, a world leader in the television and household goods industries. TCL has a long history of supporting sport around the world, and now is taking its ambition to inspire greatness to new heights as the Olympic Games are the greatest, most inspirational global sporting stage,” according to IOC President Thomas Bach.
One of the key initiatives under this partnership is TCL’s support for the “Athletes Moments” program, which allows athletes to connect with their families and loved ones immediately after their competition. This initiative aligns with TCL’s commitment to fostering meaningful connections through technology.
Li Dongsheng, Founder and Chairman of TCL, said, “We are honoured to become a Worldwide Olympic and Paralympic Partner. As a leading global technology brand, TCL has always striven to ‘Inspire Greatness’, which aligns with the Olympic spirit. The Olympic Games inspires billions of people around the world and through this partnership, TCL’s diverse innovations will empower the Olympic Games and deliver exceptional experiences to a global audience. TCL will continue to fulfil its corporate social responsibility, support the Olympic sustainable development goals, and create a better future.”
Through its global reach, TCL will introduce a range of intelligent solutions at the Olympic Games, including smart displays, air conditioners, refrigerators, washing machines, audio systems, projectors, and TCL RayNeo smart glasses. The company’s commitment to “Building a Sustainable and Connected Future with Advanced Technology” is evident in its continued expansion, with operations in over 160 countries and a network of 46 research and development centers and 38 manufacturing bases worldwide.
Jiří Kejval, Chair of the IOC Revenues and Commercial Partnerships Commission, commented, “TCL is a global leader in its industry and is one of the world’s fastest-growing brands. The TOP Programme continues to offer the world’s leading brands and marketers an unparalleled marketing platform built on the global reach and the values of the Olympic Games. Testament to this is today’s announcement, as we bring TCL to the family of TOP Partners.”
As a result of this long-term agreement, the IOC will redistribute revenues generated from the partnership to support National Olympic Committees, their athletes, and the organizing committees of both the Olympic and Youth Olympic Games. With TCL’s commitment to innovation and global engagement, this partnership aims to elevate the Olympic experience for athletes and fans alike over the next decade.