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| (Image Source: Orange Magazine TV/TCL Electronics) |
TCL, a leading global technology company and a Worldwide Olympic and Paralympic Partner, celebrated the opening of the Olympic Winter Games Milano Cortina 2026 last February 5, 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 attending the opening included International Olympic Committee (IOC) President Kirsty Coventry, TCL Technology Chief Executive Officer Kevin Wang, and TCL Technology and TCL CSOT (China Star Optoelectronics Technology) Chief Technology Officer Dr. Yan. 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 celebrate and enjoy the Olympic Winter Games, TCL’s “It’s Your Greatness” campaign encourages people to find their own excellence — in tune with the event’s official theme of “IT’s your vibe”. Throughout the event, TCL Technology transformed 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 helped 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 were also 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 also helped 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 helped them to enjoy a new level of comfort at the Anterselva and Livigno Olympic Villages, while TCL TVs helped them relax and unwind. TCL also supported the “Athlete Moment”, providing the display technology that connected athletes with their loved ones for moments of celebration immediately after each event.
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 have paid off with moments, milestones, and achievements being made in various Olympic events throughout two weeks of Milano Cortina 2026 where outstanding passion and dedication inspired the world. These included 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. “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. We look forward to cheering on the athletes we support as part of Team TCL, celebrating the pursuit of excellence empowered by technology,” said TCL Founder and Chairman Li Dongsheng.
Cutting-Edge Innovation Personified At TCL Edelweiss Land
TCL Edelweiss Land extended the celebration of greatness, held last February 5-22, 2026 at the Piazza Duca d’Aosta in front of Milan Central Station, where visitors were able to 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. Coventry 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.” Spanning over 500 square meters, TCL Edelweiss Land featured distinctive zones featuring TCL’s latest products including the latest display technology developed by TCL CSOT as well as 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 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.
