TCL Elevates Milano Cortina 2026 Experience with Campaign, Land Showcase
TCL marked the opening of the Olympic Winter Games Milano Cortina 2026 with the launch of its global campaign, “It’s Your Greatness,” alongside the unveiling of its immersive showcase, TCL Edelweiss Land, in Milan.
As a Worldwide Olympic and Paralympic Partner, TCL continues to expand its role in powering the technology infrastructure behind the Olympic Games, supporting both broadcast operations and athlete experiences.
Campaign Launch at Milan Central Station
The “It’s Your Greatness” campaign was officially introduced during an event held at Piazza Duca d’Aosta in front of Milan Central Station. Key guests included Kirsty Coventry, President of the International Olympic Committee (IOC); Kevin Wang, CEO of TCL Technology; and Dr. Yan, CTO of TCL Technology and TCL CSOT.
TCL’s campaign aligns with the official Olympic theme, encouraging audiences worldwide to pursue excellence and celebrate their own greatness. The initiative underscores how technology enhances the Olympic experience — from enabling seamless global broadcasts to supporting athlete comfort and performance.
Powering Broadcast and Fan Experiences
TCL is equipping the International Broadcasting Centre with advanced TVs, digital signage, and technical assistance to support Olympic Broadcasting Services (OBS). These solutions ensure media partners can deliver high-quality coverage of Milano Cortina 2026 to global audiences.
At the Milano Olympic Village, TCL’s “screen universe” and AI-enabled appliances, including smart air conditioners, demonstrate how connected technology enhances both viewing and living experiences. The brand’s display innovations are also integrated into the Games’ operational ecosystem, reinforcing its growing role in global sporting events.
Supporting Athletes On and Off the Field
Beyond broadcast technology, TCL is helping athletes feel at home during the Games. At the Anterselva and Livigno Olympic Villages, TCL’s next-generation home appliances — including smart washing machines and dryers — provide added convenience and comfort. TCL TVs are also available to help athletes relax and unwind between competitions.
Additionally, TCL supports the Olympic “Athlete Moment,” delivering display technology that allows competitors to connect with family and loved ones immediately after their events.
Among the athletes supported by TCL’s Team TCL initiative are freestyle skiing champion Eileen Gu, ice hockey star Jack Hughes, and Italian slalom specialist Alex Vinatzer, alongside 12 other athletes representing eight countries across the Olympic and Paralympic Winter Games.
TCL Edelweiss Land: A 500-Square-Meter Innovation Hub
Running from February 5 to 22, TCL Edelweiss Land spans over 500 square meters at Piazza Duca d’Aosta. The interactive showcase allows visitors to explore TCL’s latest display technologies developed by TCL CSOT, smart home appliances, and RayNeo AR glasses.
Designed with sustainability in mind, the installation reflects TCL’s commitment to environmentally responsible innovation while providing photo-ready immersive experiences for visitors.
Olympic-Inspired Art in the Heart of Milan
To further celebrate the Games, TCL collaborated with the Olympic Museum on a vibrant mural located at Corso di Porta Romana 111 in Milan. The artwork was designed by Zeina Rashid — an Olympian who represented Jordan in table tennis at Athens 2004 and Beijing 2008 — and brought to life by mural artist Bublegum.
Inspired by childhood memories of watching the Olympic Winter Games on television, the mural pays tribute to how screens inspire dreams and connect future generations to the Olympic spirit.
Technology Driving the Future of Global Sport
Kirsty Coventry emphasized TCL’s global reach and technological leadership, highlighting the brand’s role in bringing the magic of the Olympic Winter Games to communities worldwide.
As Milano Cortina 2026 unfolds, TCL positions itself not just as a technology partner, but as a key enabler of how audiences experience the Olympic Games — reinforcing its vision that greatness is powered by innovation.