TCL GROUP
TCL & Sports
Reaffirming TCL's commitment to sports through a series of high-level new partnerships in Europe and World-Wide
As a brand on a mission to inspire greatness, TCL understands the impact sport has on the hearts and lives of people from all corners of the world. Harnessing the power of technology to make watching sports more enjoyable and entertaining than ever before, TCL aims to bring people together to celebrate meaningful moments and revel in the joy of one of life's greatest pastimes.
Like TCL's customer base, the world of sports is incredibly rich and diverse, seeing TCL opting to broaden its reach by supporting a myriad of beloved national teams and notable events in a cross-section of competitive leagues.
TCL hopes to inspire moments of greatness within us all through these sponsorships that will appeal to a broad spectrum of fans.
Like TCL's customer base, the world of sports is incredibly rich and diverse, seeing TCL opting to broaden its reach by supporting a myriad of beloved national teams and notable events in a cross-section of competitive leagues.
TCL hopes to inspire moments of greatness within us all through these sponsorships that will appeal to a broad spectrum of fans.
1
IOC and TCL announce long-term global TOP Partnership through to 2032
The International Olympic Committee (IOC) recently announced a Worldwide Olympic Partnership with global technology company TCL through to 2032. TCL will be the official Worldwide Olympic and Paralympic Partner in the Home Audiovisual Equipment and Home Appliances category.
TCL products will drive new experiences for fans and athletes, from digital displays at the Olympic and Paralympic to household appliances in the Olympic Village. Through this new partnership, the organisations will also work together to bring the magic of the Olympic and Paralympic to billions of fans around the world through innovative marketing campaigns. TCL will play an important role as the IOC progresses its Olympic AI Agenda – including supporting fan and athlete experiences on site and at home. TCL will also support the “Athlete Moments” initiative at the Olympic Games, which allows athletes to connect with loved ones around the world immediately after their competition.
As a result of the agreement, the IOC will redistribute the revenue it receives to provide financial support to sports organisations around the world, including every National Olympic Committee and their athletes, plus the Organising Committees for the Olympic Games and Youth Olympic Games until 2032.
At an announcement ceremony held in Beijing, China, in the iconic “Water Cube” (Beijing 2008) / “Ice Cube” (Beijing 2022) venue, IOC President Thomas Bach said: “The IOC is excited to announce its new partnership with TCL, a world leader in the television and household goods industries. TCL has a long history of supporting sport around the world, and is now taking its ambition to inspire greatness to new heights, as the Olympic Games are the greatest, most inspirational global sporting stage.”
Li Dongsheng, Founder and Chairman of TCL, said: “We are honoured to become a Worldwide Olympic and Paralympic Partner. As a leading global technology brand, TCL has always striven to ‘Inspire Greatness’, which aligns with the Olympic spirit. The Olympic Games inspire billions of people around the world, and through this partnership TCL's diverse innovations will empower the Olympic Games and deliver exceptional experiences to a global audience. TCL will continue to fulfil its corporate social responsibility, support the Olympic sustainable development goals, and create a better future.”
TCL has supported sports around the world for decades through multiple partnerships. At the Olympic and Paralympic, TCL will enable new visual and lifestyle experiences by providing a range of intelligent innovations, including smart displays, air conditioners, refrigerators, washing machines, door locks, audio systems, projectors and TCL RayNeo smart glasses.
TCL products will drive new experiences for fans and athletes, from digital displays at the Olympic and Paralympic to household appliances in the Olympic Village. Through this new partnership, the organisations will also work together to bring the magic of the Olympic and Paralympic to billions of fans around the world through innovative marketing campaigns. TCL will play an important role as the IOC progresses its Olympic AI Agenda – including supporting fan and athlete experiences on site and at home. TCL will also support the “Athlete Moments” initiative at the Olympic Games, which allows athletes to connect with loved ones around the world immediately after their competition.
As a result of the agreement, the IOC will redistribute the revenue it receives to provide financial support to sports organisations around the world, including every National Olympic Committee and their athletes, plus the Organising Committees for the Olympic Games and Youth Olympic Games until 2032.
At an announcement ceremony held in Beijing, China, in the iconic “Water Cube” (Beijing 2008) / “Ice Cube” (Beijing 2022) venue, IOC President Thomas Bach said: “The IOC is excited to announce its new partnership with TCL, a world leader in the television and household goods industries. TCL has a long history of supporting sport around the world, and is now taking its ambition to inspire greatness to new heights, as the Olympic Games are the greatest, most inspirational global sporting stage.”
Li Dongsheng, Founder and Chairman of TCL, said: “We are honoured to become a Worldwide Olympic and Paralympic Partner. As a leading global technology brand, TCL has always striven to ‘Inspire Greatness’, which aligns with the Olympic spirit. The Olympic Games inspire billions of people around the world, and through this partnership TCL's diverse innovations will empower the Olympic Games and deliver exceptional experiences to a global audience. TCL will continue to fulfil its corporate social responsibility, support the Olympic sustainable development goals, and create a better future.”
TCL has supported sports around the world for decades through multiple partnerships. At the Olympic and Paralympic, TCL will enable new visual and lifestyle experiences by providing a range of intelligent innovations, including smart displays, air conditioners, refrigerators, washing machines, door locks, audio systems, projectors and TCL RayNeo smart glasses.
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Team TCL Ambassadors
As a Worldwide Olympic and Paralympic Partner, TCL collaborates with a growing team of athletes who reflect its commitment to performance, innovation, and global unity. Joy Beune and Alex Vinatzer, two of Europe’s most promising winter sports talents, have joined Team TCL as brand ambassadors, representing the spirit of perseverance and excellence. They are joined by Olympic freestyle skiing champion Eileen Gu, whose role as Global Brand Ambassador highlights TCL’s ongoing support for youth empowerment and women in sport. With additional ambassadors to be announced in key European markets, TCL continues to strengthen its partnerships in the lead-up to the Olympic Winter Games Milano Cortina 2026.
3
TCL and the Champions of Europe
TCL takes pride in its extensive sports sponsorships, supporting the Spanish national football team, who picked up, for the fourth time, the biggest trophy of the summer after defeating Croatia, Italy, Germany, France and England. TCL’s partnership with Spain’s national football team underscores its commitment to elevating sports viewing experiences at home with world-class tech innovation.
TCL is committed to strengthening its presence in Europe by supporting leading national football teams. As the premium partner of the Royal Spanish Football Federation (RFEF), TCL brings the passion and determination of La Roja to all the fans. In Italy, TCL partners with the Federazione Italiana Giuoco Calcio (FIGC), enhancing the viewing experience for Azzurri supporters. TCL is also present in Germany supporting the German Football Association (DFB) as official partner, inspiring all the fans with its cutting-edge display technology. Additionally, TCL's sponsorship of the Polish National Football Team highlights the brand's commitment to European football. At the same time, its partnerships with the Czech Republic and Slovakia national teams reflect TCL's mission to provide immersive football viewing experiences and inspire greatness through sport.
TCL is committed to strengthening its presence in Europe by supporting leading national football teams. As the premium partner of the Royal Spanish Football Federation (RFEF), TCL brings the passion and determination of La Roja to all the fans. In Italy, TCL partners with the Federazione Italiana Giuoco Calcio (FIGC), enhancing the viewing experience for Azzurri supporters. TCL is also present in Germany supporting the German Football Association (DFB) as official partner, inspiring all the fans with its cutting-edge display technology. Additionally, TCL's sponsorship of the Polish National Football Team highlights the brand's commitment to European football. At the same time, its partnerships with the Czech Republic and Slovakia national teams reflect TCL's mission to provide immersive football viewing experiences and inspire greatness through sport.
We are pleased to strengthen our sports partnerships in Europe, which is a historical region that has seen the birth of many sports and for which we have great ambitions. Today, to support our strong development and growth in Europe, we are accelerating on our sports strategy with a wide plan, including long-term premium local partnerships with iconic teams all around the region.
“We are convinced that these key high-profile sponsorships will help us to enhance TCL’s consumer-end brand influence locally, but also to bring brand value and exposure enhancement to channel partners through sports cooperation. We are proud to reiterate our commitment to the consumer electronics industry with our ever-growing sponsorship portfolio” explained Frédéric Langin, Chief Commercial Officer à TCL Europe.
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Official partner of the French Rugby Federation
TCL France has committed to a long-term partnership with French rugby for three years
This partnership reflects the shared desire of TCL and the FFR to spread their love for sports and provide rugby fans with exceptional entertainment experiences. As one of the world's leading smart technology companies, TCL will stand alongside fans in supporting the French XV with groundbreaking products that offer superior image quality.
As an official partner of the FFR, TCL will have exclusive communication and visibility rights in the television, soundbar, and home appliance sectors (washing machines, refrigerators, air conditioners, robot vacuums, and air purifiers) until the end of 2025. The partnership includes the male and female XV de France, France 7's, and the U20 teams.
TCL's communication around the partnership will be expressed through numerous channels:
As an official partner of the FFR, TCL will have exclusive communication and visibility rights in the television, soundbar, and home appliance sectors (washing machines, refrigerators, air conditioners, robot vacuums, and air purifiers) until the end of 2025. The partnership includes the male and female XV de France, France 7's, and the U20 teams.
TCL's communication around the partnership will be expressed through numerous channels:
- Visibility on the XV de France matches starting from the Six Nations Tournament
- Advertising spots during the Six Nations Tournament on France Télévisions
- Relays on social and external media (radio, billboards, etc.)
- In-store communication.
We are proud to support French rugby and partner with the French Rugby Federation, whose values align with those of TCL. Our latest TV and audio product lines are designed to bring the best of technology to sports fans. We are delighted to put our expertise and know-how at the service of this passionate audience to offer them exceptional moments to watch and experience together.
We are proud to see TCL join the great family of official partners of the French Rugby Federation to support our teams in the technological support necessary for their development. As we approach the major sporting events to come in France, it is a chance to count on one of the world's leading television manufacturers as a partner for all French supporters who will be eager to follow our players and team in front of their screens.