TCL unveils Milan showcase for Milano Cortina 2026

TCL has opened a public showcase near Milan Central Station and launched a new brand campaign as the Olympic Winter Games Milano Cortina 2026 get under way. The company outlined how its screens and home appliances will feature in broadcast operations and athlete areas.

It inaugurated "TCL Edelweiss Land" in Piazza Duca d'Aosta, in front of the station, alongside its "It's Your Greatness" campaign. Guests included Kirsty Coventry, President of the International Olympic Committee; Kevin Wang, CEO of TCL Technology; and Dr. Yan, CTO of TCL Technology and CTO of TCL CSOT.

TCL is a Worldwide Olympic and Paralympic Partner in the Home Audiovisual Equipment and Home Appliances category. The partnership places its products in areas connected to how spectators watch the Games and how athletes spend time in Olympic Villages.

Broadcast operations

TCL's operational role centres on the International Broadcasting Centre, which supports rights-holding broadcasters and other media outlets covering the Games. TCL is providing TVs, digital signage and technical assistance to Olympic Broadcasting Services for use at the IBC.

Its displays at the IBC will also form part of the set-up media organisations use to prepare and distribute coverage to audiences in different markets. The deployments reflect a wider trend of technology suppliers being positioned closer to the delivery infrastructure of major sporting events.

Away from broadcast operations, TCL plans to showcase products at the Milano Olympic Village. A dedicated TCL space will include a selection of displays and connected home products, including AI-enabled air conditioners.

Athlete areas

TCL products are also set to appear in athlete living areas across several locations. The company is supplying smart washing machines and dryers at the Anterselva and Livigno Olympic Villages, as well as TCL TVs in athlete areas.

TCL is involved in the "Athlete Moment" experience used immediately after competitions, providing the display technology that connects athletes with friends and family after events.

TCL's consumer marketing around Milano Cortina 2026 centres on the slogan "It's Your Greatness", which it positioned as aligned with the Games theme "IT's your vibe".

It also highlighted sponsored athletes competing across the Olympic Winter Games and Paralympic Winter Games. Team TCL includes 15 athletes from eight countries, including freestyle skier Eileen Gu, ice hockey player Jack Hughes and slalom skier Alex Vinatzer.

Speaking at the opening of TCL Edelweiss Land, Wang described the Olympic partnership as an early-stage effort for the company at this level. "TCL's latest innovations are playing a key role in the Olympic Winter Games. Today is a milestone in TCL's first year as a Worldwide Olympic Partner, a collaboration born from shared values of innovation and excellence. TCL has always believed in the power of sport to bring people together across cultures and generations, and this is just the beginning," he said.

Public showcase

TCL Edelweiss Land runs until 22 February in Piazza Duca d'Aosta. The installation covers more than 500 square metres and is open daily from 10 a.m. to 10 p.m., according to the company.

The site is organised into zones featuring TCL products, including displays developed by TCL CSOT, the group's panel unit. Visitors can also see smart home appliances and TCL RayNeo AR glasses.

TCL said the installation was designed around environmentally friendly principles, in line with its stated approach to sustainability. The site includes hands-on areas and spaces intended for photography and demonstrations.

Coventry said the Olympic movement views the partnership through the lens of reach and engagement. "When I think of TCL as a TOP Partner, what stands out is how global they are. Their reach helps to spread the magic of the Olympic Winter Games to communities everywhere. TCL is also a technology leader, but it's not just about technology. TCL shares our values - inspiring greatness, connecting people, and bringing the Olympic Games closer to everyone. I'm very excited about the future of our partnership and TCL will play a leading role in shaping how the world experiences the Olympic Games," she said.

Milan mural

A separate project linked to the Games has also appeared in the city through a collaboration with the Olympic Museum. TCL said it worked with the museum on a mural at Corso di Porta Romana 111.

The design came from Zeina Rashid, a painter and Olympian who represented Jordan in table tennis at Athens 2004 and Beijing 2008. She was selected through the Olympic Museum's Olympian Artists Programme. Mural artist Bublegum executed the final work, which TCL said draws on Rashid's childhood memories of watching the Winter Games on television.

TCL, founded in 1981, operates 47 research and development centres and 39 manufacturing bases globally, according to the company. It sells TVs, audio products, smart home devices, display technologies and clean energy products in more than 160 countries and regions, and expects its Olympic partnership activity to continue across both the Olympic and Paralympic Winter Games in Milano Cortina.