Chinese television and consumer electronics manufacturer TCL has signed on as the latest Worldwide Olympic Partner of the International Olympic Committee (IOC).
Through a deal unveiled today, TCL becomes a partner through 2032 in the home audiovisual equipment and home appliances category.
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The length of the deal means it will cover four editions of the Olympics – the summer games in Los Angeles (2028) and Brisbane (2032), and the winter editions in Milan-Cortina (2026), and the French Alps (2030).
TCL’s entry onto the TOP IOC sponsor program comes after three Japanese brand heavyweights – Toyota, Bridgestone, and Panasonic – all let their Olympic sponsorship deals expire at the end of 2024, following the Paris games.
TCL will, out of that trio, replace Panasonic – which let its IOC deal expire after 37 years – most directly. Panasonic’s last contract with the IOC, running through the 2017-24 cycle, was valued by GlobalData Sport at $320 million overall.
The IOC has said that TCL’s products will “drive new experiences” for both athletes and fans, such as appliances in the Olympic Village, and that the pair will also collaborate across “innovative marketing campaigns.”
These innovative appliances to be showcased at future editions of the Olympics include air conditioners, refrigerators, washing machines, audio systems, and TCL RayNeo smart glasses.
In addition, TCL (partially owned by the Chinese state) will help the IOC implement its AI agenda, the governing body has said.
Other ‘TOP’ IOC commercial partners, meanwhile, include AB InBev, Airbnb, Alibaba, Allianz, Atos, Coca-Cola, Deloitte, Intel, Omega, P&G, Samsung, and Visa.
During the last Olympic cycle, the 15 TOP partners contributed around 30% of the Swiss body’s total income.
At a partnership announcement in Beijing, IOC president Thomas Bach said: “TCL has a long history of supporting sport around the world, and is now taking its ambition to inspire greatness to new heights, as the Olympic Games are the greatest, most inspirational global sporting stage.”
Li Dongsheng, president and founder at TCL, added: “The Olympic Games inspire billions of people around the world, and through this partnership, TCL's diverse innovations will empower the Olympic Games and Paralympic Games and deliver exceptional experiences to a global audience. TCL will continue to fulfil its corporate social responsibility, support the Olympic sustainable development goals, and create a better future.”
TCL currently operates in over 150 countries, including the future games hosts of Italy, the US, France, and Australia.
In terms of TCL’s other deals with major sporting bodies, it has a four-year tie-up with basketball’s FIBA through 2027.
In addition, it has a wide range of deals covering top-level soccer teams and federations and was a partner of the regional Copa America tournament in mid-2024.
