TCL Elevates Olympic Winter Games for Fans and Athletes at Milano Cortina 2026

TCL marked the opening of the Olympic Winter Games Milano Cortina 2026 with the launch of its global “It’s Your Greatness” campaign and the unveiling of TCL Edelweiss Land, an immersive technology showcase in Milan. Located at Piazza Duca d’Aosta, the space highlights TCL’s latest display and smart home innovations while celebrating its role as a Worldwide Olympic and Paralympic Partner.

The opening was attended by key figures including Kirsty Coventry, President of the International Olympic Committee, alongside TCL executives and partners. The initiative reflects TCL’s focus on connecting technology, sport, and global audiences, as brands play an increasingly important role in how the Olympic Games are delivered and experienced.

As part of its partnership, TCL is supporting global coverage of the Games by providing TVs, digital signage, and display solutions to the International Broadcasting Centre, enabling media to deliver high-quality coverage worldwide. The company’s technology is also enhancing on-site experiences, from immersive fan viewing environments to connected spaces within the Olympic Village.

Athletes are also benefiting from TCL’s innovations. Smart appliances, including washing machines and air conditioning systems, are helping improve comfort and convenience across Olympic Village accommodations, while TCL displays create spaces for relaxation and connection. The company is also supporting the “Athlete Moment,” enabling competitors to connect with loved ones immediately after their events through advanced display technology.

The Edelweiss Land showcase, open throughout the Games, allows visitors to explore TCL’s latest TVs, smart home appliances, and display technologies in an interactive environment designed to inspire creativity and innovation. The installation reflects TCL’s broader commitment to enhancing everyday experiences through technology while aligning with the Olympic values of excellence, connection, and inspiration.

Through its “It’s Your Greatness” campaign and on-site activations, TCL aims to demonstrate how technology can bring fans closer to the Games, support athletes behind the scenes, and help share the Olympic spirit with audiences around the world.