The International Olympic Committee (IOC) has announced a significant partnership with global technology company TCL, making them the official Worldwide Olympic and Paralympic Partner in the Home Audiovisual Equipment and Home Appliances category until 2032. This partnership will see TCL’s cutting-edge products play a crucial role in enhancing the Olympic experience for both athletes and fans globally.
Under this agreement, TCL will provide a range of advanced technology solutions that will improve fan engagement during Olympic and Paralympic events, from digital displays to household appliances within the Olympic Village. TCL’s innovative products will also support the IOC’s efforts to implement its Olympic AI Agenda, which aims to create more engaging and interactive fan and athlete experiences both on-site and at home.
One of the key highlights of the partnership is TCL’s involvement in the “Athlete Moments” initiative, which allows athletes to connect with their loved ones immediately after their competitions. The initiative, which will benefit from TCL’s technological expertise, seeks to bring athletes and their families closer during the Games.
TCL’s partnership with the IOC also aims to reach a global audience through various innovative marketing campaigns, designed to bring the excitement and magic of the Olympic and Paralympic Games to billions of viewers around the world.
The agreement also includes a financial redistribution element, where the IOC will channel revenue from the partnership to support sports organisations around the world, including National Olympic Committees and their athletes, as well as the Organising Committees for both the Olympic Games and Youth Olympic Games.
The announcement of this new partnership was made at a ceremony held in Beijing, China, at the iconic “Water Cube” (Beijing 2008) / “Ice Cube” (Beijing 2022) venue. IOC President Thomas Bach expressed his excitement at the new collaboration, highlighting TCL’s long history of supporting sport and its ambition to elevate the Olympic Games to new heights.
“We are thrilled to announce our partnership with TCL, a world leader in the television and household goods industries,” said Bach. “TCL’s commitment to excellence aligns perfectly with the Olympic Games’ spirit of inspiring greatness, and together we will continue to inspire the world’s athletes and fans.”
TCL’s Founder and Chairman, Li Dongsheng, echoed these sentiments, stating, “We are honoured to become an Olympic Partner. Our brand’s mission to ‘Inspire Greatness’ aligns perfectly with the Olympic spirit, and this partnership will allow us to bring our innovations to a global audience, enhancing the Olympic Games experience for millions of people.”
TCL, which has been involved in sports sponsorships for several years, will provide a variety of intelligent innovations during the Games, including smart displays, air conditioning units, refrigerators, washing machines, and audio systems, as well as pioneering products such as TCL RayNeo smart glasses.
Founded in 1981, TCL has grown into one of the world’s leading technology brands, with a commitment to building a sustainable future through advanced technology. The company operates in over 160 countries, cementing its position as a globally competitive force in the tech industry.
IOC’s Jiří Kejval, Chair of the IOC Revenues and Commercial Partnerships Commission, also praised the partnership, noting that TCL’s rapid growth and innovative spirit will contribute significantly to the Olympic movement.
As part of the deal, TCL joins the ranks of The Olympic Partners (TOP) Programme, which offers exclusive access to the global marketing platform of the Olympic Games. This will further reinforce the widespread reach and visibility of the Olympic Games.
