IOC x TCL
The International Olympic Committee (IOC) has signed a global partnership agreement with technology giant TCL, extending until 2032. As the official Worldwide Olympic and Paralympic Partner in the Home Audiovisual Equipment and Home Appliances category, TCL will play a key role in supporting the Olympic movement.
Through this collaboration, TCL will provide a range of products and services designed for both athletes and spectators. These include high-quality digital displays at Olympic and Paralympic venues, as well as household appliances for use in the Olympic Village. Additionally, the partnership will focus on enhancing fan engagement through strategic marketing initiatives.
A central element of this agreement is TCL’s support for the IOC’s Olympic AI Agenda, which seeks to integrate advanced technology to improve the overall experience for both onsite attendees and remote viewers.
TCL will also contribute to the “Athlete Moments” initiative, which enables athletes to connect with their families immediately after competition, fostering a deeper emotional connection.
The financial proceeds from this partnership will be redistributed by the IOC to support sports organizations worldwide. This funding will benefit National Olympic Committees, athletes, and the Organizing Committees for both the Olympic Games and Youth Olympic Games through 2032.
During the official announcement ceremony at Beijing’s historic “Water Cube” (Beijing 2008) / “Ice Cube” (Beijing 2022) venue, IOC President Thomas Bach stated:
“The IOC is thrilled to welcome TCL as a Worldwide Olympic and Paralympic Partner. As a global leader in the television and household goods industries, TCL has a strong legacy of supporting sports. Now, by partnering with the Olympic Games—the world’s most inspiring sporting stage—TCL is elevating its commitment to inspiring greatness.”
TCL’s Founder and Chairman, Li Dongsheng, expressed his enthusiasm:
“We are honored to join the Olympic family as a Worldwide Olympic and Paralympic Partner. At TCL, we have always aimed to ‘Inspire Greatness,’ a vision that aligns perfectly with the Olympic spirit. The Games captivate billions across the globe, and through this partnership, our cutting-edge innovations will enhance the Olympic experience for audiences worldwide. TCL remains committed to corporate social responsibility, supporting the Olympic sustainability goals, and building a better future.”
Jiří Kejval, Chair of the IOC Revenues and Commercial Partnerships Commission, highlighted the significance of the agreement:
“TCL is a rapidly growing global brand and a leader in its industry. The Olympic TOP Programme continues to offer the world’s most influential brands an unmatched marketing platform built on the Olympic Games’ reach and values. Today’s announcement reinforces that legacy, as we proudly welcome TCL to the TOP Partner family.”
This partnership marks a significant step in advancing technology-driven experiences at the Olympic Games, ensuring a seamless and engaging experience for athletes and fans alike.