The International Olympic Committee (IOC) has announced a partnership with global technology firm TCL, which comes on board as its Official Worldwide Olympic and Paralympic Partner.
The deal will see TCL provide digital displays for global marketing campaigns for the 2028 Los Angeles and 2032 Brisbane Summer Olympic Games.
Additionally, TCL will support the IOC’s Olympic AI Agenda as well as create marketing campaigns for various fan and athlete experiences and projects like “Athlete Moments”, which allows athletes to connect with their loved ones across the world post completion of the Games.
Through its products, TCL will work towards driving new fan and athlete experiences—from digital displays at the Games to household appliances in the Olympic Village.
Jirí 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 marketeers an unparalleled marketing platform built on the global reach and values of the Olympic Games. Testament to this is today’s announcement, as we bring TCL to the family of TOP partners.“
Li Dongsheng, Founder and Chairman of TCL, added:
“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 inspire billions of people around the world, and through this partnership TCL’s diverse innovations will empower the Olympic Games and Paralympic 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.“
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