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Manila Bulletin devider Technews devider TCL launches 'It's Your Greatness' at the Olympic Winter Games at Milano Cortina 2026

TCL launches 'It's Your Greatness' at the Olympic Winter Games at Milano Cortina 2026

Published Feb 24, 2026 05:23 pm
TCL celebrated the opening of the Olympic Winter Games Milano Cortina 2026 with the launch of its “It’s Your Greatness” campaign and the inauguration of TCL Edelweiss Land.
TCL will provide TVs, digital signage, and technical assistance to the Olympic Broadcasting Services (OBS) so the International Broadcasting Centre can bring Milano Cortina 2026 to global audiences. TCL’s ‘screen universe’ and features such as AI-enabled air conditioners will also be featured in a TCL space at the Milano Olympic Village.
TCL is also helping to ensure athletes participating in the Olympic Winter Games are ready for action. As they settle in, TCL’s next-generation home appliances such as smart washing machines and dryers are helping them to enjoy a new level of comfort at the Anterselva and Livigno Olympic Villages, while TCL TVs help them relax and unwind. TCL is also supporting the “Athlete Moment”, providing the display technology that will connect athletes with their loved ones for moments of celebration immediately after each event.
The idea behind “It’s Your Greatness” reflects TCL’s commitment to excellence, in close alignment with the Olympic values. Years of practice and months of intense training by hundreds of athletes culminate in Olympic events over the next two weeks where outstanding passion and dedication will inspire the world. These include the likes of Olympic champion and freestyle skier Eileen Gu, rising ice hockey star Jack Hughes and slalom specialist Alex Vinatzer, supported by TCL as part of Team TCL’s 15 athletes from 8 countries participating in the Olympic Winter Games and Paralympic Winter Games.
“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,” said TCL Founder and Chairman Li Dongsheng. “We look forward to cheering on the athletes we support as part of Team TCL, celebrating the pursuit of excellence empowered by technology.”
TCL Edelweiss Land spans over 500 square meters, visitors can get hands-on with TCL’s latest innovations, share photo-worthy moments and inspire themselves, their friends and their community to create the extraordinary. Designed around environmentally friendly principles and driven by creativity, the showcase’s design reflects TCL’s commitment to sustainability and to innovation.
Speaking at the event, Kirsty Coventry, President of the International Olympic Committee, said “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.”
TCL Edelweiss Land is open daily from 10 a.m. to 10 p.m., with distinctive zones featuring TCL’s latest products, including the latest display technology developed by TCL CSOT. Visitors can also see smart home appliances and TCL RayNeo AR glasses that showcase the latest in augmented-reality technology.
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