
TCL, a leading global technology company and a Worldwide Olympic and
Paralympic Partner, celebrated the opening of the Olympic Winter Games Milano
Cortina 2026 with the launch of its “It’s Your Greatness” campaign and the
inauguration of its creative showcase, TCL Edelweiss Land, at the Piazza Duca
d’Aosta in front of Milan Central Station. Key guests attended the opening on 5
February, including Kirsty Coventry, President of the International Olympic
Committee, Kevin Wang, CEO, TCL Technology, and Dr. Yan, CTO of TCL Technology
and CTO of TCL CSOT.
The initiative comes at a time when technology
partners are becoming increasingly important to global sporting events, with
brands playing a more integral role in the infrastructure behind how the
Olympic Games are delivered and experienced.
TCL firmly believes in the power of sport to
inspire and unite people across cultures and generations. As the world joins
together to welcome the Olympic Winter Games, TCL’s “It’s Your Greatness”
campaign will encourage people to find their own excellence—in tune with the
event’s official theme of “IT’s your vibe.” Throughout the event, TCL
technology will transform how fans enjoy the event, provide comfort and
connection so athletes can perform at their best, and engage viewers and
communities around the world to Inspire Greatness.
TCL will help millions of fans to enjoy the
Olympic Winter Games on-site and worldwide by providing TVs, digital signage,
and technical assistance to the Olympic Broadcasting Services (OBS) so that
media at the International Broadcasting Centre can bring Milano Cortina 2026 to
global audiences. TCL’s ‘screen universe’ and other innovations such as
AI-enabled air conditioners will also be featured in a TCL space at the Milano
Olympic Village, showing how technology gives fans more choice than ever in how
they enjoy the Olympic Winter Games.
TCL displays at the IBC help media bring Milano Cortina 2026 to global
audiences
TCL is also helping to ensure athletes
participating in the Olympic Winter Games are ready for action. As they settle
in, TCL’s next-generation home appliances such as smart washing machines and
dryers are helping them to enjoy a new level of comfort at the Anterselva and
Livigno Olympic Villages, while TCL TVs help them relax and unwind. TCL is also
supporting the “Athlete Moment”, providing the display technology that will
connect athletes with their loved ones for moments of celebration immediately after
each event.
TCL products are featured in a space at the Milano Olympic Village

The idea behind “It’s Your Greatness” reflects
TCL’s commitment to excellence, in close alignment with the Olympic values.
Years of practice and months of intense training by hundreds of athletes
culminate in Olympic events over the next two weeks where outstanding passion
and dedication will inspire the world. These include the likes of Olympic
champion and freestyle skier Eileen Gu, rising ice hockey star Jack Hughes and
slalom specialist Alex Vinatzer, supported by TCL as part of Team TCL’s 15
athletes from 8 countries participating in the Olympic Winter Games and
Paralympic Winter Games.
“As Milano Cortina 2026 opens, we’re excited to
mark our first Olympic Winter Games as a Worldwide Olympic & Paralympic
Partner. TCL firmly believes in the power of sport to inspire and unite people
across cultures and generations, with the Olympic Games embodying values of
achievement and determination that together drive innovation,” said TCL Founder
and Chairman Li Dongsheng. “We look forward to cheering on the athletes we
support as part of Team TCL, celebrating the pursuit of excellence empowered by
technology.”
TCL Edelweiss Land Showcases Cutting-Edge Innovation
TCL Edelweiss Land extends the celebration of
greatness, running from 5-22 February in the Piazza Duca d’Aosta in front of
Milan Central Station. Spanning over 500 square meters, visitors can get
hands-on with TCL’s latest innovations, share photo-worthy moments and inspire
themselves, their friends and their community to create the extraordinary.
Designed around environmentally friendly principles and driven by creativity,
the showcase’s design reflects TCL’s commitment to sustainability and to
innovation.

Speaking at the event, Kirsty Coventry,
President of the International Olympic Committee, said “When I think of TCL as
a TOP Partner, what stands out is how global they are. Their reach helps to
spread the magic of the Olympic Winter Games to communities everywhere. TCL is
also a technology leader, but it’s not just about technology. TCL shares our
values – inspiring greatness, connecting people, and bringing the Olympic Games
closer to everyone. I’m very excited about the future of our partnership and TCL
will play a leading role in shaping how the world experiences the Olympic
Games.”
TCL Edelweiss Land is open daily from 10 a.m. to
10 p.m., with distinctive zones featuring TCL’s latest products, including the
latest display technology developed by TCL CSOT. Visitors can also see smart
home appliances and TCL RayNeo AR glasses that showcase the latest in
augmented-reality technology.

To further amplify the energy and excitement around the Olympic Winter
Games, TCL has also collaborated with the Olympic Museum to bring a vibrant
mural to the heart of Milan at Corso di Porta Romana 111. The design was
developed by Zeina Rashid, a painter and Olympian who represented Jordan in
table tennis in Athens 2004 and Beijing 2008, and who was selected for the
project through the Olympian Artists Programme of the Olympic Museum. The
inspiration came from her childhood memories of watching the Olympic Winter
Games on television, which sparked her dreams about the Olympic Games. Her
vision was then brought to life by mural artist Bublegum. The result is a
lively tribute to the cultural heritage of the Olympic Games, celebrating how
countless children around the world first discover the Olympic spirit through a
screen that opens a window onto their future ambitions.