ROME, March 4 (Xinhua Silk Road) -- Participating in The Olympic Partner (TOP) programme, the highest level of Olympic sponsorship, marks a key step in TCL's broader global expansion, said Li Dongsheng, founder and chairman of TCL, in a recent written interview with Xinhua.
"This is not merely a sports sponsorship, but an important pillar of our global strategy," Li said, describing the partnership as a strategic cornerstone for the company's international expansion.
At the recently concluded Milan-Cortina 2026 Olympic Winter Games, TCL drew attention for its comprehensive suite of technical solutions, covering display products, smart devices and broadcasting infrastructure.
In the display segment, TCL partnered with Olympic Broadcasting Services to supply hundreds of large-screen high-definition TVs, digital signage and LED screens to the International Broadcast Centre (IBC) for Games-time coverage. Its display products were also deployed across competition venues, ceremony sites, media centers, the Olympic Villages, and security operation centers, enhancing both the athlete experience and spectator engagement.
At the Olympic Villages, TCL provided a range of smart appliances and devices, including air conditioners, refrigerators, washing machines, dryers, AR/AI glasses and audio systems, helping create a smart and healthy living environment. Large-screen TVs also supported interactive features that enabled athletes to connect with family members after events.
On the broadcasting front, TCL utilized advanced display solutions such as SQD-Mini LED, printed OLED and quantum dot to faithfully reproduce on-field details and deliver high-definition signals to households worldwide. Li said such capabilities allow Olympic broadcasts to move "from the arena to the living room," offering an immersive viewing experience.
Li noted that the Olympic Games provide unmatched global exposure, allowing companies to showcase technological innovation to billions of viewers. By integrating its cutting-edge display and smart devices into Olympic environments, TCL aims to demonstrate how Chinese innovation can serve sports on the global stage.
The company's international growth is also reflected in its market performance. In 2025, TCL held the third-largest TV market share in Europe, achieving a 28-percent increase despite an overall market decline of 2 percent. In January 2026, its TV market share in Italy rose 60.8 percent year on year.
Through technological innovation and brand building, TCL aims to translate its Olympic partnership into sustained global growth, Li said.
(Contributed by Gao Jingyan, edited by Tian Shenyoujia with Xinhua Silk Road, tianshenyoga0524@163.com)
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