TCL Ignites Milano Cortina 2026 With It’s Your Greatness Campaign and Immersive Edelweiss Land in Milan

As the world turns its eyes to the Olympic Winter Games Milano Cortina 2026, TCL steps into the spotlight with a bold message: greatness belongs to everyone.

On February 5, in front of the iconic Milano Centrale at Piazza Duca d’Aosta, TCL officially launched its global “It’s Your Greatness” campaign alongside the opening of TCL Edelweiss Land, an immersive innovation showcase in the heart of Milan. The celebration marks TCL’s first Olympic Winter Games as a Worldwide Olympic and Paralympic Partner and signals a new era where technology powers every unforgettable Olympic moment.

A Powerful Start to Milano Cortina 2026

The opening event brought together global leaders and innovators, including Kirsty Coventry, President of the International Olympic Committee, Kevin Wang, CEO of TCL Technology, and Dr. Yan, CTO of TCL Technology and TCL CSOT.

As anticipation builds for Olympic Winter Games Milano Cortina 2026, TCL reinforces its belief in sport as a universal language, one that unites cultures, generations, and communities worldwide.

The campaign theme, “It’s Your Greatness,” aligns with the Games’ official spirit of “IT’s your vibe,” encouraging fans and athletes alike to pursue excellence in their own way. Whether on the slopes, on the ice, or at home watching history unfold, TCL aims to make every moment more vivid, connected, and personal.

Elevating the Olympic Experience Through Innovation

Technology now plays a defining role in how global sporting events are delivered and viewed. TCL is helping shape that transformation at Milano Cortina 2026.

Through advanced TVs, digital signage, and technical support for Olympic Broadcasting Services at the International Broadcasting Centre, TCL ensures that millions of viewers worldwide can enjoy seamless, high-definition coverage of the Games.

At the Milano Olympic Village, TCL’s expanding “screen universe” demonstrates how display innovation enhances flexibility and immersion for fans. AI-powered air conditioners and smart home appliances showcase how intelligent technology blends performance with everyday comfort.

Supporting Athletes On and Off the Field

Behind every Olympic performance lies intense preparation and TCL is helping athletes feel at home while competing at the highest level.

At the Anterselva and Livigno Olympic Villages, next-generation TCL washing machines, dryers, and TVs provide comfort and convenience, allowing athletes to focus fully on competition. TCL also powers the “Athlete Moment,” supplying display technology that enables competitors to instantly connect with loved ones after their events, transforming victories into shared celebrations.

Team TCL proudly supports 15 athletes from eight countries competing in the Olympic and Paralympic Winter Games, including freestyle skiing champion Eileen Gu, ice hockey standout Jack Hughes, and Italian slalom specialist Alex Vinatzer. Their dedication reflects the very essence of the campaign: pushing limits and redefining what’s possible.

TCL Founder and Chairman Li Dongsheng shared his enthusiasm, emphasizing the company’s commitment to innovation driven by achievement and determination—values deeply rooted in the Olympic spirit.

TCL Edelweiss Land Brings the Olympic Spirit to Milan

Running from February 5 to 22, TCL Edelweiss Land transforms over 500 square meters of Piazza Duca d’Aosta into a hands-on technology playground. Open daily from 10 a.m. to 10 p.m., the space invites visitors to interact with cutting-edge display technologies developed by TCL CSOT, explore smart home solutions, and try TCL RayNeo AR glasses featuring advanced augmented reality capabilities.

Designed with environmentally conscious principles, the installation blends creativity with sustainability, reflecting TCL’s long-term vision for responsible innovation.

Kirsty Coventry praised the partnership, highlighting TCL’s global reach and its ability to bring the magic of the Olympic Winter Games into communities around the world, not just through technology, but through shared values and connection.

Art, Legacy, and the Power of a Screen

Beyond technology, TCL has partnered with the Olympic Museum to unveil a vibrant mural at Corso di Porta Romana 111 in Milan. Created by Olympian and artist Zeina Rashid and brought to life by muralist Bublegum, the artwork celebrates the emotional connection many children first feel when watching the Olympic Games on television.

Inspired by Rashid’s childhood memories of viewing the Games and dreaming big, the mural honors how a single screen can open a window to ambition, culture, and possibility.

A Global Vision of Greatness

From broadcast infrastructure to athlete comfort, immersive fan zones to artistic collaborations, TCL’s presence at Milano Cortina 2026 reflects a clear vision: technology should empower human potential.

As the Olympic flame burns bright in Italy, TCL stands at the intersection of innovation and inspiration, helping audiences worldwide not just watch greatness, but feel part of it.