TCL is turning up the heat this winter—by heading straight to the snow. The company has officially unveiled Team TCL EU, a dynamic lineup of Europe’s most accomplished winter sports athletes, who now join TCL as official sporting ambassadors. The initiative marks another major step in the brand’s ongoing partnership with the International Olympic Committee (IOC). This global collaboration began in February 2025 and will run through 2032, encompassing both Home Audiovisual Equipment and Home Appliances categories.

At its core, the move represents TCL’s commitment to its global vision to “Inspire Greatness.” It’s more than a marketing slogan—it’s a philosophy that fuses cutting-edge technology with the Olympic values of performance, perseverance, and passion. With the Olympic Winter Games Milano Cortina 2026 just around the corner, Team TCL EU brings that vision to life by celebrating innovation and human potential in equal measure.

Bridging Technology and Olympic Spirit

Team TCL EU is a showcase of excellence, featuring some of Europe’s finest winter athletes:

• Alex Vinatzer and Christof Innerhofer, Italian alpine skiing stars

• Clément Noël, France’s Olympic slalom gold medalist

• Sweden’s cross-country power trio Frida Karlsson, Ebba Andersson, and Jonna Sundling

• And the Netherlands’ speed skating standout Joy Beune

Together, they embody a shared drive to push limits—on the slopes, in the rink, and beyond. TCL aims to highlight how the relentless pursuit of performance in sport mirrors the brand’s own pursuit of technological innovation.

As TCL continues to expand across global markets, this partnership isn’t just symbolic—it’s a statement of intent. Whether it’s a top-tier Mini LED TV, a Fresh Air air conditioner, or a smart washing machine, TCL’s products are designed to empower people to achieve more in their everyday lives—just as these athletes inspire fans to pursue greatness in their own ways.

A Shared Commitment to Performance and Precision

For Italian slalom skier Alex Vinatzer, precision is everything:

“In slalom, every hundredth of a second counts. That same precision and determination is what I see in TCL. Being part of Team TCL EU means showing fans in Italy how passion and performance can push us to new heights at the Olympic Winter Games Milano Cortina 2026.”

Veteran skier Christof Innerhofer echoes that sentiment, noting how innovation sustains success:

“After so many years on the slopes, I know that resilience and innovation are what keep you at the top. TCL shares that drive. Together, we want to inspire the next generation of Italian skiers to dream big and chase their own goals on the road to the Olympic Winter Games Milano Cortina 2026.”

From France to the Nordics: Passion Meets Technology

French Olympic champion Clément Noël, who captured gold in slalom at the Beijing 2022 Winter Games, believes this partnership is a way to bring fans closer to the thrill of competition:

“Winning Olympic gold was unforgettable, but every race is a new challenge. Teaming up with TCL, I want to share the excitement of the journey with fans across the world—proving that focus, performance, and passion can make greatness possible.”

Meanwhile, in Sweden—a country synonymous with cross-country skiing—TCL has enlisted three of its brightest stars. Frida Karlsson, Ebba Andersson, and Jonna Sundling bring their own distinct energy to Team TCL EU, representing determination, consistency, and explosive power.

Karlsson reflects on her motivation:

“I grew up dreaming of competing with the best, and now I want to inspire young skiers to do the same. With Team TCL EU, I can connect with fans and show how belief, energy, and dedication can shape extraordinary moments.”

Andersson emphasises the shared values between her sport and TCL’s innovation culture:

“Consistency and hard work define my career. TCL’s approach to technology reflects the same values—always pushing forward, never standing still.”

Sundling, known for her fast-paced sprint finishes, adds a more dynamic note:

“Sprinting is about speed, intensity, and giving everything in just a few minutes. That energy matches perfectly with the spirit of Team TCL EU.”

The Dutch Connection: Speed, Precision, and Innovation

From the icy tracks of the Netherlands, Joy Beune brings the precision of speed skating into the fold. Her focus on detail and performance mirrors the exacting standards of TCL’s engineering:

“On the ice, I chase speed and precision, and I know how much technology matters to performance. With Team TCL, I hope to inspire Dutch fans by showing how sport and innovation can create extraordinary adventures on the road to Milano Cortina 2026.”

TCL’s Global Momentum

This athlete-driven campaign comes at a time when TCL’s global presence has never been stronger. In the first half of 2025, the brand maintained its position as the world’s No. 1 Mini LED TV manufacturer, with an impressive 176% year-on-year surge in shipments.

But the momentum extends far beyond television. TCL’s home appliance portfolio—spanning air conditioners, refrigerators, and washing machines—is redefining modern living through intelligent design and advanced connectivity. Notably, the TCL Fresh Air AC claimed the No. 1 global sales spot, reflecting growing consumer demand for smarter, more sustainable home solutions.

TCL’s ongoing investment in European markets underlines its strategy to become more than just a hardware manufacturer—it’s positioning itself as a lifestyle brand that blends creativity, performance, and purpose.

Inspire Greatness: Beyond the Games

The launch of Team TCL EU isn’t just about brand exposure ahead of Milano Cortina 2026—it’s about building a shared identity around progress. Just as athletes break barriers through discipline and innovation, TCL aims to break boundaries in technology and design.

From breathtaking 8K displays and AI-powered picture processing to smart appliances that adapt to human behaviour, the company’s products are increasingly about enabling experiences rather than just performing functions.

In that sense, the connection between sport and technology feels natural. Both worlds thrive on precision, timing, and the pursuit of excellence. Both celebrate what happens when human potential meets cutting-edge tools.

A Vision That Connects

By aligning with Olympic values and showcasing the achievements of athletes who embody them, TCL is strengthening its narrative as a global innovator rooted in inspiration. The message is clear: greatness isn’t confined to arenas or screens—it can be found wherever passion meets purpose.

As the Olympic Winter Games Milano Cortina 2026 draw near, expect Team TCL EU to play a major role in connecting fans, technology, and the spirit of competition—showing that with the right vision, innovation can truly Inspire Greatness.