As Team GB’s winter athletes enter the final, high-pressure phase of preparation for the Olympic Winter Games Milano Cortina 2026, global technology brand TCL has launched In My Zone — its first major athlete-led content campaign in the UK.

Rather than leaning on traditional sponsorship tropes, the campaign aims to pull fans closer to the everyday reality of elite winter sport, offering an unfiltered look at how technology fits into the lives of Britain’s top athletes — both inside and outside training.

TCL, the world’s No.1 Ultra-large Mini LED TV brand and an Official Olympic Partner, positions the campaign around a simple idea: peak performance isn’t just built on the ice, track or curling sheet. It’s shaped at home, in moments of analysis, recovery, downtime and family life — and that’s where technology plays a crucial supporting role.

Real Athletes, Real Life, Real Tech

In My Zone is built around short-form, athlete-created social content that focuses on authenticity over polish. Across the series, Team GB athletes show how TCL’s premium QD-Mini LED TVs, soundbars and home entertainment products are woven into their daily routines.

That includes everything from reviewing track footage and running self-coaching sessions, to gaming as a mental reset, unwinding with music after training, or settling in for family movie nights during recovery days. The result is a more relatable portrait of elite athletes — not just as competitors, but as people managing pressure, balance and wellbeing.

Each athlete also offers their own interpretation of what it means to be “In My Zone”.

Team GB bobsleigh pilot Adele Nicoll highlights the importance of confidence and preparation, explaining how technology helps her visualise success before competition:

“Being In My Zone means I am 100% confident and focused on what I need to do. My TCL TV allows me to look over all of the track videos online so that I am really confident when I am standing on that block, ready to compete, what it is exactly that I need to be doing.”

For Team GB curler and reigning world champion Bruce Mouat, control and recovery are key — and switching off is just as important as switching on:

“Being In My Zone for me is controlling all the controllables, making sure that I have everything in place to perform at my best when it comes to crunch moments. TCL helps take me out of the zone by letting me unwind at home — watching movies, TV shows or blaring music as loud as possible. It helps me reset after a stressful day of training.”

Technology That Supports Performance — and the Moments Between

At the heart of the campaign is TCL’s award-winning television lineup, including the Premium QD-Mini LED 144Hz C7K and C6K series, alongside its soundbar range. Rather than focusing purely on specs, the content shows how these products support both marginal performance gains and everyday comfort.

The campaign is structured around five core content themes designed to reflect the full athlete experience. These include:

• Replay + React, where athletes break down their own competition footage

• Game On, exploring gaming as a tool for mental agility and recovery

• Wellness and recovery routines, highlighting the role of rest

• Training hacks and preparation rituals

• Family time and downtime, revealing life beyond the podium

Together, they underline a broader message: success at the highest level is built on consistency, balance and the ability to recover — not just relentless training.

A Broader Olympic Story

Diana Fan, Marketing Manager at TCL UK, says the campaign reflects the brand’s wider Olympic philosophy:

“As a Worldwide Olympic Partner, TCL is honoured to work with Team GB — a symbol of sporting excellence and national pride. Our mission to ‘Inspire Greatness’ aligns perfectly with Team GB’s values. Through In My Zone, we’re going beyond traditional sponsorship to show how our technology genuinely supports athletes — from analysing split-second decisions that win medals, to the downtime that protects their wellbeing.”

The British Olympic Association echoes that sentiment, emphasising the importance of telling the full athlete story as Milano Cortina approaches.

Tim Ellerton, Chief Commercial Officer at the BOA, commented:

“We’re delighted to see this campaign go live on the eve of Milano Cortina 2026 as we encourage fans across the nation to get behind our athletes. At Team GB, we’re committed to shining a light on every part of the athlete journey, and this campaign with TCL plays an important role in showing how preparation and recovery go hand in hand on the road to an Olympic Games.”

Rolling Out Ahead of Milano Cortina 2026

In My Zone content begins rolling out from 6th February 2025 across athlete social channels, TCL UK platforms and Team GB’s digital outlets. The campaign will continue through the Olympic build-up and into early 2026, offering fans a sustained, behind-the-scenes look at how Britain’s winter athletes prepare for the biggest stage in sport.