The International Olympic Committee (IOC) and global technology company TCL have agreed a new global partnership that sees the latter become the official worldwide Olympic and Paralympic partner.
Under the home audiovisual equipment and home appliances IOC partner category, TCL will provide the IOC with digital displays for global marketing campaigns for the upcoming 2028 Los Angeles and 2032 Brisbane Summer Olympic Games.
Key to the partnership is the development of the IOC’s Olympic AI Agenda, a framework that identifies and mitigates risk involving the emerging technology whilst leveraging its capabilities to improve its digital infrastructure.
TCL will support the AI Agenda whilst curating marketing campaigns for initiatives like ‘Athlete Moments’, which allows athletes to connect with their loved ones across the world once competition has ended.
Jiří Kejval, Chair of the IOC Revenues and Commercial Partnerships Commission, said: “TCL is a global leader in its industry and is one of the world’s fastest growing brands.
“The TOP Programme continues to offer the world’s leading brands and marketeers an unparalleled marketing platform built on the global reach and values of the Olympic Games. Testament to this is today’s announcement, as we bring TCL to the family of TOP partners.”
As a result of the agreement, revenue driven by TCL-backed campaigns will be distributed across the IOC’s relevant competitions and sports organisations, such as every National Olympic Committee and its athletes, Organising Committees and future Olympic Games.
TCL products aim to drive new experiences for fans and athletes, from digital displays at the Olympic and Paralympic Games to household appliances in the Olympic Village.
Li Dongsheng, Founder and Chairman of TCL, added: “We are honoured to become a Worldwide Olympic and Paralympic Partner. As a leading global technology brand, TCL has always striven to ‘Inspire Greatness’, which aligns with the Olympic spirit.
“The Olympic Games inspire billions of people around the world, and through this partnership TCL’s diverse innovations will empower the Olympic Games and Paralympic Games and deliver exceptional experiences to a global audience. TCL will continue to fulfil its corporate social responsibility, support the Olympic sustainable development goals, and create a better future.”
