TCL unveils It's Your Greatness Campaign, starts Edelweiss Land Exhibit in Milan

TCL intros "It's Your Greatness Campaign and begins Edelweiss Land Exhibit in Milan.

TCL opening ceremony

TCL Kicks Off Milano Cortina 2026 with 'It's Your Greatness' Campaign

TCL, the global technology company and Worldwide Olympic and Paralympic Partner, marked the opening of the Olympic Winter Games Milano Cortina 2026 on February 5 with the launch of its "It's Your Greatness" campaign and the inauguration of a dedicated exhibition space, TCL Edelweiss Land. The showcase opened at Piazza Duca d’Aosta in front of Milan Central Station.

The opening event was attended by several key figures, including International Olympic Committee (IOC) President Kirsty Coventry, TCL Technology CEO Kevin Wang, and Dr. Yan, CTO of TCL Technology and CTO of TCL CSOT.

The initiative highlights the growing role of technology partners in global sporting events, with companies contributing to the infrastructure that supports the delivery and viewer experience of the Olympic Games.

Technology integration across venues

TCL is providing television sets, digital signage, and technical support to Olympic Broadcasting Services (OBS) at the International Broadcasting Centre (IBC). This equipment is intended to assist media outlets in broadcasting the games to international audiences.

TCL products displayed at Milano

The company's products are also featured in the Olympic Villages. At the Milano Olympic Village, TCL has installed a display space showcasing its "screen universe" and other innovations, including AI-enabled air conditioners. 

In the Anterselva and Livigno Olympic Villages, TCL home appliances such as smart washing machines, dryers, and televisions are available for athletes. Additionally, TCL is providing display technology for the "Athlete Moment," a segment designed to connect competitors with their families following their events.

"It's Your Greatness" Campaign

The "It's Your Greatness" campaign is designed to align with the event's official theme, "IT's your vibe." According to the company, the campaign aims to encourage individuals to pursue personal excellence. TCL's involvement in this year's games marks its first as a Worldwide Olympic & Paralympic Partner.

The company supports a group of 15 athletes from eight countries, part of "Team TCL," who are competing in the Olympic and Paralympic Winter Games. These athletes include freestyle skier Eileen Gu, ice hockey player Jack Hughes, and slalom skier Alex Vinatzer.

TCL Founder and Chairman Li Dongsheng said in a statement that the company views the Olympic Games as embodying "values of achievement and determination that together drive innovation."

TCL Edelweiss Land

TCL Edelweiss Land exhibit

The TCL Edelweiss Land exhibition, open from February 5 to 22, covers over 500 square meters. The space allows visitors to interact with TCL’s latest products, including display technology from TCL CSOT, smart home appliances, and TCL RayNeo augmented reality (AR) glasses. The exhibit's design was developed with an emphasis on environmental sustainability.

IOC President Kirsty Coventry commented on TCL's role as a partner, stating, "TCL shares our values – inspiring greatness, connecting people, and bringing the Olympic Games closer to everyone."

Public Art Installation

In a separate collaboration with the Olympic Museum, TCL supported the creation of a mural located at Corso di Porta Romana 111 in Milan. The artwork was designed by Zeina Rashid, a painter and former Olympian who represented Jordan in table tennis. The design, inspired by Rashid's memories of watching the Olympic Winter Games as a child, was brought to life by mural artist Bublegum. The project was realized through the Olympic Museum’s Olympian Artists Programme.

For more updates, visit the TCL official website.

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