Global technology leader TCL marked a major milestone at the 2026 Winter Olympics with the launch of its “It’s Your Greatness” campaign and the unveiling of TCL Edelweiss Land in Milan. The launch took place on February 5 at Milan Central Station, welcoming key figures including Kirsty Coventry and Li Dongsheng.
The initiative highlights TCL’s role as a Worldwide Olympic and Paralympic Partner and reinforces the company’s commitment to using technology to enhance how global audiences experience the TCL Milano Cortina 2026 Olympic Winter Games.
Technology Enhancing the Olympic Experience
As part of its partnership with the International Olympic Committee, TCL is providing a wide range of display technologies and technical support during TCL Milano Cortina 2026.
These technologies help broadcast the Olympic Winter Games to audiences around the world through collaboration with Olympic Broadcasting Services.
At the International Broadcasting Centre, TCL TVs and digital signage enable media organizations to deliver high-quality coverage to global viewers.
Meanwhile, the company’s “screen universe” ecosystem gives fans more immersive ways to follow events, whether they are watching live at the venue or streaming from home.
Smart Technology Supporting Olympic Athletes
Beyond fan engagement, TCL Milano Cortina 2026 also highlights how technology supports athletes behind the scenes.
At the Olympic Villages in Anterselva and Livigno, TCL appliances help create comfortable living environments for competitors. Smart washing machines and dryers provide convenient laundry services, while TCL televisions offer relaxation spaces after intense competition days.
Another highlight is the “Athlete Moment”, where TCL display technology allows athletes to instantly connect with their families and loved ones after finishing their events.
Team TCL Athletes Competing in the Games
Several prominent athletes are participating in the Games as members of Team TCL, representing eight countries.
These athletes include:
• Eileen Gu
• Jack Hughes
• Alex Vinatzer
Their journeys reflect the core message of the TCL Milano Cortina 2026 campaign: celebrating dedication, innovation, and personal excellence.
TCL Edelweiss Land Showcases Innovation in Milan
To celebrate the Olympic spirit, TCL opened TCL Edelweiss Land, a large interactive showcase located in Piazza Duca d’Aosta in front of Milan Central Station.
The exhibition runs from February 5 to February 22 and spans more than 500 square meters.
Visitors can explore a variety of technologies including:
• Next-generation TCL display technology developed by TCL CSOT
• Smart home appliances
• RayNeo augmented reality glasses
The exhibit also emphasizes sustainable design and environmentally friendly materials, reflecting TCL’s commitment to responsible innovation.
Olympic Spirit Celebrated Through Art
To further celebrate the TCL Milano Cortina 2026 Games, TCL collaborated with the Olympic Museum to unveil a mural in Milan.
The artwork was designed by Zeina Rashid, inspired by childhood memories of watching the Olympic Winter Games on television.
Created with mural artist Bublegum, the installation symbolizes how technology continues to bring the Olympic dream to audiences around the world.
Inspiring Greatness Through Technology
According to TCL leadership, the TCL Milano Cortina 2026 campaign reflects the brand’s commitment to innovation and global connection.
“Sport has the power to inspire and unite people across cultures and generations,” said Li Dongsheng. “The Olympic Games represent achievement and determination—values that also drive technological innovation.”
Through its technologies, campaigns, and partnerships, TCL aims to empower audiences worldwide to discover their own version of greatness.
More information about TCL innovations can be found at: https://www.tcl.com
