TCL, partner of the IOC for the Olympic and Paralympic Games until 2032

Since its creation in 1981, the Chinese group TCL has made no secret of its ambition to compete with the largest American, South Korean, and Japanese manufacturers in the consumer electronics market. More specifically, in the television sector, a veritable Trojan horse for gaining a foothold in homes, serving as a technological showcase for the brand. To this end, TCL has developed its own audiovisual technologies, such as the Mini LED TV process, to challenge the solutions used by its competitors. TCL: The Television as a Technological Showcase. At the same time, TCL hasn't hesitated to expand the size of its showcase and embrace gigantism to make a lasting impression with the TCL 115X955MAX television (see photo below), the flagship of its extensive range. With a 115" (292 cm) diagonal screen and built around Mini LED technology, it belongs to the very select group (one 115" and one 116" model) of XXL projectors. This equipment, unusually for a technical feat, is not a prototype. It is available on the market at a high price, but not exorbitant, remaining under €13,000. TCL, initial recognition through football. However, achieving technological feats is generally not enough for a brand to become known to the general public. To quickly stand out from the competition outside of China and become a world-renowned brand, TCL opted for alliances with the sports world through event and team sponsorships. As early as 2015, to increase its brand awareness outside of China, TCL became the official sponsor of football clubs and matches. A sport that allows TCL to position itself as a mainstream television brand by capitalizing on the popularity of football. This business strategy proved highly effective in 2018 with the signing of a two-year partnership with Neymar Jr., a true global football icon recently recruited by PSG, to promote its televisions. Furthermore, to further strengthen its brand recognition, TCL actively participates in numerous charitable activities worldwide, particularly in Europe and South America. TCL, six football players as brand ambassadors. In 2020, with Neymar's contract expiring, a new partnership was initially signed between TCL and a team of six European football ambassadors: Pogba, Kane, Donnarumma, Piatek, and Saúl. Niguez and Reus. Then with four renowned players: Raphaël Varane, Pedri, Rodrygo, and Phil Foden. Alongside these agreements established with the world of football, TCL is diversifying its sponsorship contracts within the sports world by partnering with organizations such as FIBA (International Basketball Federation). These operations are reinforced by TCL's increased participation in numerous sporting events and its support of teams at the national level. TCL, a strategy of expansion with basketball and rugby. To further enhance brand recognition, starting in 2022, TCL became a partner of the French Rugby Federation. These agreements complement the existing ones with major players in the worlds of football and basketball. This new partnership reflects the shared desire of TCL and the FFR to promote Their passion for sport and for offering rugby fans exceptional entertainment experiences. As one of the world's leading smart technology companies, TCL stands with fans to cheer on the French national rugby team, thanks to revolutionary products offering superior picture quality. Alongside this, TCL's advertising campaigns focus on the immersive experience offered by extra-large screens and the dynamic contrast provided by Mini LED technology.

TCL, a clear move upmarket. As TCL begins to gain recognition, in 2024, the Chinese manufacturer aims to consolidate its global image and shed its reputation for "budget" equipment by partnering with three high-level athletes: rugby player Thomas Ramos of Stade Toulousain, footballer Kingsley Coman (then at Bayern Munich, now playing for the club) Al-Nassr FC in Saudi Arabia) and decathlete Kevin Mayer, the world record holder in his discipline. These partnerships were grouped under the overarching slogan "Up close to the action," promoted by a highly successful 30-second TV spot (see below). This campaign also covered the esports scene through the sponsorship of the renowned team Gentle Mates. By combining sport and technology in the truest sense of the word, TCL is demonstrating a significant upgrade in its product range. The brand proves, among other things, that Mini LED technology is every bit as good as its competitor, OLED, in terms of responsiveness, color richness, and image dynamics (see our full review of the TCL 65C89K/C8K/Q8CK TV by clicking on the product reference). Moreover, offering image diagonals approaching 3 meters also proves that Mini LED is perfectly capable of meeting the demands of the largest screens.

TCL-JO, partnership until 2032 ££££ But it was on February 20, 2025, that a major milestone was reached for TCL with the signing of a global partnership with the International Olympic Committee (IOC) until 2032. This partnership agreement makes TCL the successor to Panasonic in the audiovisual and home appliance category. TCL products will thus offer new experiences for fans and athletes at future Olympic and Paralympic Games.

Thanks to this new partnership, the organizations will also work together to make the magic of the Olympic and Paralympic Games accessible to billions of fans worldwide through innovative marketing campaigns. This is therefore a real masterstroke for TCL. With this Olympic sponsorship in 2025, it positions the brand alongside the sector's historical giants (such as Samsung, Panasonic, and LG), guaranteeing global visibility. This is further enhanced by the army of ambassadors recruited by TCL, including some of the greatest Olympic and Paralympic champions from around the world, some already medal-winning and others still seeking their next triumph, to represent the manufacturer (see, for example, the images below featuring China's Eileen Gu, holder of three Olympic medals—two gold and one silver—and France's Martin Fourcade, who holds seven medals, including five gold). TCL, AI-based solutions: TCL will also play a significant role as the IOC advances its Olympic Agenda on AI, notably by supporting the experiences of fans and athletes both on-site and at home. TCL will also support the Athlete Moments initiative during the Olympic Games. It offers athletes the opportunity to connect with their loved ones around the world immediately after their competition. TCL, constant progress. With this strategic progression, TCL has evolved from opportunistic partnerships targeting clubs or players to institutional communication on a global scale. A comprehensive approach reflecting the increasing power of its technological advancements. Its communication developments are structured in stages, each associated with a technological advancement. Beginning with the arrival of QLED televisions, then Mini LED, and finally XXL screens, this progression shows no signs of slowing down. As proof, TCL is increasingly interested in artificial intelligence and is even expected to present some innovations in this field during the next Olympic Games.