Global electronics firm TCL Technology marked the opening of the Winter Games by launching its “It’s Your Greatness” campaign and unveiling a public showcase called “TCL Edelweiss Land” at Piazza Duca d’Aosta, in front of Milan Central Station.
The activation, which ran from Feb. 5 to 22, highlighted the company’s role as a Worldwide Olympic and Paralympic Partner and reflected a broader trend of technology companies becoming embedded in the infrastructure behind major sporting events, from broadcasting systems to on-site digital displays.
Executives and Olympic officials attended the opening, including International Olympic Committee president Kirsty Coventry and TCL founder and chairman Li Dongsheng.
TCL said it supplied televisions, digital signage, and technical assistance to Olympic Broadcasting Services, helping media organizations operating from the International Broadcasting Center deliver coverage of the Games to worldwide audiences.
The company also installed display technologies and consumer electronics in parts of the Olympic Village, alongside appliances intended to support athletes’ day-to-day needs during the competition period.
TCL added that it is backing the “Athlete Moment” initiative, which allows competitors to connect with family and supporters immediately after events using display technology.
The Edelweiss Land installation, spanning more than 500 square meters, allowed visitors to try the company’s latest display systems, smart home devices, and RayNeo augmented-reality glasses.
The exhibit was designed with sustainability themes and interactive zones aimed at engaging spectators and tourists visiting Milan during the Games.
In parallel, TCL collaborated with the Olympic Museum on a mural along Corso di Porta Romana, created by Olympian-artist Zeina Rashid and executed with muralist Bublegum, celebrating how many viewers first encounter the Olympic movement through television and digital screens.
The company linked its campaign messaging to the Games’ emphasis on personal achievement and participation, while also spotlighting athletes it supports as part of “Team TCL,” drawn from multiple countries and winter sports disciplines.
Li said the partnership reflects the company’s alignment with Olympic ideals and its push to integrate technology more deeply into the fan and athlete experience.
“As Milano Cortina 2026 opens, we’re excited to mark our first Olympic Winter Games as a Worldwide Olympic & Paralympic Partner. TCL firmly believes in the power of sport to inspire and unite people across cultures and generations, with the Olympic Games embodying values of achievement and determination that together drive innovation,” Li said.
IOC president Coventry, speaking at the event, emphasized the role of global partners in extending the reach of the Games and connecting audiences beyond host venues.
