Inside TCL Edelweiss Land: Innovation at the Olympic Winter Games

TCL marked the opening of the Olympic Winter Games Milano Cortina 2026 with the launch of its It’s Your Greatness campaign and the unveiling of TCL Edelweiss Land at Piazza Duca d’Aosta in front of Milan Central Station on Feb. 5.

The company, a Worldwide Olympic and Paralympic Partner, held the opening ceremony with key guests including Kirsty Coventry, Kevin Wang and Dr. Yan, chief technology officer of TCL Technology and TCL CSOT.

The initiative highlights the growing role of technology partners in global sporting events as brands become increasingly central to the infrastructure that delivers and shapes the Olympic Games experience.

TCL said it believes sport has the power to inspire and unite people across cultures and generations and designed the It’s Your Greatness campaign to encourage individuals to pursue personal excellence in line with the Games’ official theme, IT’s your vibe.

Throughout the Winter Games, TCL technology is set to enhance fan engagement, support athlete comfort and performance and connect global audiences through its products and digital ecosystem.

The company is supplying televisions, digital signage and technical support to the Olympic Broadcasting Services at the International Broadcasting Centre to help media organizations deliver coverage of Milano Cortina 2026 to viewers worldwide.

TCL is also showcasing its screen technologies and AI enabled air conditioners at a dedicated space in the Milano Olympic Village to demonstrate how innovation expands viewing options and improves the fan experience.

At the Anterselva and Livigno Olympic Villages, TCL has provided next generation home appliances including smart washing machines and dryers to enhance athlete comfort, while televisions are installed to give competitors space to relax.

The company is supporting the Athlete Moment by providing display technology that allows athletes to connect with family and friends immediately after competition.

The campaign reflects TCL’s alignment with Olympic values of excellence and determination as athletes conclude years of preparation during the two week competition.

Among the athletes backed by TCL as part of Team TCL are freestyle skier Eileen Gu, ice hockey player Jack Hughes and slalom specialist Alex Vinatzer, who join 15 athletes from eight countries competing in the Olympic and Paralympic Winter Games.

TCL founder and chairman Li Dongsheng said the Milano Cortina Games mark the company’s first Olympic Winter Games as a Worldwide Olympic and Paralympic Partner and reaffirmed its commitment to innovation driven by the values of achievement and unity.

TCL Edelweiss Land runs from Feb. 5 to 22 across more than 500 square meters at Piazza Duca d’Aosta, offering interactive experiences with the company’s latest display technologies developed by TCL CSOT as well as smart home appliances and RayNeo augmented reality glasses.

The showcase, designed with environmentally friendly principles, underscores TCL’s focus on sustainability and creativity while inviting visitors to engage with its newest innovations from 10 a.m. to 10 p.m. daily.

Coventry said TCL’s global reach and technological leadership help bring the Olympic Winter Games closer to communities worldwide and strengthen the partnership’s role in shaping how audiences experience the event.

To extend the celebration in Milan, TCL partnered with the Olympic Museum to present a mural at Corso di Porta Romana 111 created by Olympian artist Zeina Rashid and brought to life by mural artist Bublegum as a tribute to the cultural heritage of the Olympic Games and the inspiration many children first discover through watching the event on screen.