The International Olympic Committee (IOC) has unveiled a new Worldwide Olympic Partnership with global technology powerhouse TCL, effective through 2032. Under this deal, TCL becomes the official Worldwide Olympic and Paralympic Partner in the Home Audiovisual Equipment and Home Appliances category.
TCL will bring its innovative technologies to the forefront of the Games, enhancing the experience for both fans and athletes. Its products—from advanced digital displays at the events to smart household appliances in the Olympic Village—will create fresh, engaging environments.
In addition, the two organizations will collaborate on groundbreaking marketing campaigns aimed at sharing the Olympic magic with billions of viewers worldwide. A key part of the partnership is TCL’s support for the IOC’s Olympic AI Agenda, which is set to enrich experiences for fans and athletes both at the venues and in their homes.
The company will also back the “Athletes Moments” initiative, helping competitors connect with their loved ones immediately after their performances.
Financially, the agreement sees the IOC reallocating its revenues to provide global support for sports organizations. This funding will benefit every National Olympic Committee and their athletes, along with the organizing committees for both the Olympic and Youth Olympic Games through 2032.
Li Dongsheng, Founder and Chairman of TCL and President Thomas Bach, International Olympic Committee (IOC) at signing ceremony.
IOC president Thomas Bach commented, “We are thrilled to announce our new collaboration with TCL, a world leader in television and home appliances. TCL’s long-standing support for sports and its drive to inspire greatness elevate the Olympic spirit, making this partnership a natural fit for the world’s most inspirational sporting stage.”
Li Dongsheng, Founder and Chairman of TCL, added, “We are honored to join as a Worldwide Olympic and Paralympic Partner. Our mission to ‘Inspire Greatness’ aligns seamlessly with the Olympic ethos. Through this partnership, TCL’s innovative solutions will empower the Games and deliver outstanding experiences to a global audience. We remain committed to our corporate social responsibility, supporting the Olympic sustainable development goals, and creating a better future.”
TCL has a rich history of sports sponsorships worldwide. At the Olympic Games, the company will introduce a variety of smart innovations—ranging from digital displays and climate control systems to refrigerators, washing machines, smart door locks, audio systems, projectors, and even TCL RayNeo smart glasses—to enhance both visual and lifestyle experiences.
Founded in 1981, TCL is devoted to “Building a Sustainable and Connected Future with Advanced Technology.” With 46 research and development centers and 38 manufacturing facilities around the world, the company operates in over 160 countries, solidifying its position as a major player in the global technology landscape.
Jiří Kejval, Chair of the IOC Revenues and Commercial Partnerships Commission, remarked, “TCL is a global industry leader and one of the fastest-growing brands worldwide. The TOP Programme provides an unparalleled marketing platform based on the reach and values of the Olympic Games. Today’s announcement is a clear testament to that vision as we welcome TCL into the family of TOP Partners.”
