TCL

EXECUTIVE SUMMARY

TCL became a Worldwide Olympic and Paralympic Partner in February 2025, signing an eight-year, four-Games deal through Brisbane 2032 in the Home Audiovisual Equipment and Home Appliances category. TCL directly replaces Panasonic, which let its IOC deal expire after 37 years following the Paris 2024 Games. The partnership was announced alongside exits by Toyota and Bridgestone, making TCL's entry a significant signal of shifting commercial dynamics within the Olympic Movement.

TCL is a Chinese partially state-owned electronics company headquartered in Huizhou, Guangdong Province. Founded in 1981, it has grown into the world's second-largest TV brand by shipments (29 million units in 2024) and a global leader in Mini LED technology. The IOC partnership represents a major step in TCL's international brand-building strategy, providing global exposure that Chinese brands have historically struggled to achieve through conventional marketing.

Milano Cortina 2026 is TCL's first Games activation, where the company serves as sponsor of the "Athlete Moment" program and provides displays, digital signage, and home appliances across Olympic Villages and venues. For LA28, TCL's partnership creates a platform to compete more aggressively in the premium North American market against Samsung and LG.

1. OLYMPIC HISTORY & MARKETING PRESENCE

1.1 Partnership Timeline & Evolution

TCL has no prior Olympic partnership history. The February 2025 TOP Programme deal represents the company's first involvement with the Olympic Movement at any level.

Context of Entry: TCL joined the TOP Programme during a period of significant sponsor turnover. Three major Japanese sponsors (Toyota, Bridgestone, and Panasonic) allowed their partnerships to expire after the Paris 2024 cycle. The IOC actively sought replacements, and TCL's entry fills the home AV/appliance category that Panasonic had occupied since 1987.

Milano Cortina 2026 (First Activation) - Launched "It's Your Greatness" campaign - Opened TCL Edelweiss Land, an immersive showcase at Piazza Duca d'Aosta in front of Milan Central Station, featuring next-generation displays, smart home appliances, and AR experiences via TCL RayNeo glasses - Sponsor of the "Athlete Moment" program, using TCL display technology at the field of play to connect athletes with family and friends immediately after competing - Provides TVs for Athlete365 House across all six Olympic Villages - Equips Olympic Villages with washing machines (mountain clusters) and air conditioners (16db whisper-quiet filtered air) - Provides TVs, digital signage, and technical support to Olympic Broadcasting Services (OBS) - TCL CSOT (display technology subsidiary) showcasing latest display innovations - TCL Professional deployed Olympic-level digital signage and commercial LED solutions (also presented at ISE 2026 trade show)

1.2 Signature Programs

Athlete Moment: TCL's marquee Olympic activation. Display technology placed adjacent to the field of play allows athletes to see and speak with loved ones immediately after competition. This high-emotion, globally broadcast moment positions TCL's display quality in the most visible context possible.

TCL Edelweiss Land: Fan-facing brand experience combining product showcase with Olympic entertainment. Inaugural version at Milano Cortina 2026 features augmented reality experiences and product demonstrations.

Olympic Village Equipment: TCL supplies home appliances and displays throughout the Olympic Village, creating sustained product exposure with athletes throughout the Games.

2. LA28-SPECIFIC INITIATIVES

2.1 Announced Plans & Positioning

• TCL's partnership covers LA28 as one of four Games in the eight-year agreement
• No specific LA28 activations have been announced as of February 2026, given that Milano Cortina 2026 is the immediate focus
• Expected to continue and expand the Athlete Moment program
• LA28 represents a particularly significant activation for TCL given the US is a key growth market for the brand
• A TCL brand experience venue in Los Angeles (equivalent to Edelweiss Land) is likely
• Olympic Village equipment supply expected to continue, with TCL's latest products featured
• OBS technical support and digital signage deployment will continue

LA28 Venue Context: The Games will use 40+ competition venues across the LA metro area, with a dual-venue Opening Ceremony shared between the LA Memorial Coliseum and SoFi Stadium (announced May 2025). LA28 will be the first Games since 1948 to not build any new permanent infrastructure, relying instead on existing venues and temporary overlays. TCL's digital signage and display technology will be deployed across this dispersed venue footprint, a significantly larger deployment than prior Games. The Coliseum will host the Closing Ceremony, earning the distinction of being the first venue in history to host events at three Olympic Games (1932, 1984, 2028).

US Market Opportunity: LA28 arrives during TCL's aggressive US market expansion. The Games dates (July 14-30 for Olympics; August 15-27 for Paralympics) coincide with back-to-school and early fall TV purchasing cycles, giving TCL a consumer awareness platform during a critical retail window. The 50-state Olympic torch relay, beginning April 2028, provides additional national exposure for TCL's brand in markets beyond its core coastal footprint.

2.2 Regulatory/Market Context

TCL's status as a Chinese company with partial state ownership introduces geopolitical dynamics not present for other TOP sponsors. Key considerations for LA28:

• US-China trade tensions: Tariff and trade policy may affect TCL's ability to competitively price products in the US market during the LA28 period
• Brand perception: Chinese electronics brands face trust and quality perception challenges in the US market. Olympic association is specifically designed to address this
• Competitive positioning: TCL competes directly with Samsung (another TOP Partner) in the TV market and with LG in home appliances. Category exclusivity in "Home AV and Home Appliances" may create boundary questions with Samsung's "wireless communications and computing equipment" category
• Panasonic comparison: TCL inherits a category that Panasonic defined for 37 years. Market and media will inevitably compare TCL's activations with Panasonic's established presence

3. EXECUTIVE LEADERSHIP & DECISION-MAKERS

3.1 C-Suite Leadership

• Li Dongsheng: Founder, Chairman, and CEO, TCL Technology Group. Joined in 1982 and transformed TCL from a small audio cassette manufacturer into a global electronics conglomerate. One of China's most prominent technology executives
• TCL operates through several subsidiaries, including TCL Electronics (Hong Kong-listed, handles TV and consumer electronics) and TCL CSOT (display panel manufacturing)

3.2 Olympic Partnership Leadership

Not publicly disclosed. Given that this is TCL's first Olympic partnership, the management structure for Olympic activations is likely still being established. Olympic marketing would fall under TCL Electronics' global marketing organization.

3.3 Board Members with Relevant Experience

TCL Technology is listed on the Shenzhen Stock Exchange; TCL Electronics is listed on the Hong Kong Stock Exchange. Board composition reflects Chinese corporate governance norms with significant founder influence through Li Dongsheng.

4. AGENCY & CREATIVE PARTNERS

4.1 Agency Model

TCL's global marketing operations are less well-documented than those of Western competitors. The company has been building its international marketing infrastructure as part of its brand globalization strategy.

4.2 Known Agency/Partner Relationships

• Olympic-specific creative agencies have not been publicly identified
• TCL has worked with various agencies for international marketing campaigns, though relationships are not as publicly visible as those of Samsung or P&G
• The "It's Your Greatness" campaign creative partners have not been disclosed
• TCL RayNeo (AR glasses subsidiary) adds a technology partner dimension to activations

4.3 Notable Creative Executions

• "It's Your Greatness" (Milano Cortina 2026): Campaign positioning TCL as an enabler of individual greatness, launched with the opening of TCL Edelweiss Land
• TCL Edelweiss Land: Immersive showcase combining product demonstration with Olympic entertainment
• ISE 2026 Olympic-themed presentation: TCL Professional showcased Olympic-level digital signage and LED solutions at the Integrated Systems Europe trade show, connecting commercial product capabilities to Olympic deployment

5. COMPETITIVE POSITIONING

5.1 Market Share & Competitive Landscape

TCL is the world's second-largest TV brand by shipments:

• Global TV Shipments (2024): 29 million units, 14.8% YoY increase
• Global TV Revenue Share: 12.4% (2024, per Omdia)
• Mini LED TV: #1 globally with 28.8% market share
• 85"+ TVs: #1 globally with 22.1% market share
• Google TV: #1 in global shipments (2021-2024)

Key competitors and their sports sponsorship strategies:

• Samsung: Market leader in TV revenue and an IOC TOP Partner, but Samsung's Olympic category is wireless communications equipment, not displays. Samsung and TCL coexist within the TOP Programme in distinct categories. Samsung's Galaxy devices are the visible consumer product at the Olympics; TCL's displays and home appliances occupy a separate space.
• LG: Sponsors several sports properties including Major League Soccer. No Olympic affiliation. LG was previously an IOC partner (2005-2008) but did not renew.
• Hisense: TCL's closest rival as a Chinese global TV challenger. Major sports sponsor: UEFA Euro 2024, FIFA World Cup 2022 (Official Sponsor), and multiple football properties. Hisense's sports marketing strategy is arguably the most aggressive of any Chinese electronics brand, but it holds no Olympic partnership. The TCL-Hisense rivalry extends from retail shelves to global sports sponsorship portfolios.
• Sony: Competes in premium TV and is deeply embedded in Olympic broadcasting through its broadcast camera equipment, but holds no Olympic sponsorship. Sony sold its TV brand rights in several markets.

TCL and Hisense are the primary Chinese challengers to Samsung and LG's dominance of the global TV market. Both have pursued aggressive pricing strategies and are now moving into premium segments. The competitive dynamic between TCL (Olympic TOP Partner) and Hisense (FIFA/UEFA sponsor) represents a broader battle between Chinese electronics brands using global sports platforms for brand legitimization.

5.2 Olympic Sponsorship Differentiation

• Replacing Panasonic: TCL inherits a defined category and a 37-year legacy to build upon or reimagine
• Display technology showcase: The Athlete Moment program and OBS support provide direct demonstrations of TCL's core display competency
• Brand legitimization: TOP Partner status confers global credibility that Chinese brands typically struggle to achieve through conventional marketing
• Home appliance integration: Olympic Village equipment supply creates a B2C and B2B proof point for TCL's expanding home appliance business
• First-mover timing: TCL is entering the TOP Programme as three Japanese sponsors exit, potentially allowing the brand to define the category for a new era

5.3 Key Brand Messaging

• "Inspire Greatness" (global brand tagline)
• "It's Your Greatness" (Milano Cortina 2026 Olympic campaign)
• Innovation in display technology, particularly Mini LED and large-format screens
• Connecting athletes and fans through technology

6. KEY METRICS & BUSINESS CONTEXT

6.1 Financial Performance (TCL Electronics)

• FY2024 Revenue: HK$99.32 billion (25.7% YoY increase)
• FY2024 Net Profit: HK$1.85 billion (123.6% YoY increase)
• Innovative Business Revenue: HK$27.01 billion (44.9% YoY increase)
• Global TV Shipments: 29 million units (14.8% YoY increase)
• First Three Quarters of 2025: 21.08 million TV sets shipped (5.3% YoY increase)

Context: Panasonic's last IOC contract (2017-2024 cycle) was valued by GlobalData Sport at approximately $320 million. TCL's deal value has not been disclosed.

6.2 Olympic Period Performance

Milano Cortina 2026 is TCL's first Olympic activation, so there is no historical data on Olympic-period business impact. Key metrics to watch: - Brand awareness lift in European and North American markets - TV sales during and following Milano Cortina 2026, particularly in premium (85"+) and Mini LED categories - Media value generated by Athlete Moment program and TCL Edelweiss Land - OBS deployment serving as a B2B proof point for commercial display and digital signage business

APPENDIX: KEY SOURCES

Official Sources

• IOC Official Partner Page: olympics.com/ioc/partners/tcl
• TCL Global: tcl.com/global/en/tcl-worldwide-olympic-partner
• TCL US: tcl.com/us/en/press-releases/tcl-ioc-global-top-partnership
• LA28 Official Partners: la28.org/en/our-partners.html

Industry Analysis

• SportsPro: "IOC adds TCL to Olympic TOP sponsor portfolio"
• Sportcal: "IOC brings in TCL to boost TOP sponsorship ranks after flurry of exits"
• ESPN/Washington Post: TCL replaces Panasonic coverage
• Counterpoint Research: Global Advanced TV Market Q1 2025

Financial Filings

• TCL Electronics FY2024 Annual Results
• TCL Technology company filings (Shenzhen Stock Exchange)

End of Research Brief