Chinese consumer electronics firm TCL has been named as the latest partner of Team GB ahead of its upcoming participation in the 2026 Winter Olympics in Milan Cortina.
The deal is an extension of TCL’s flagship partnership with the International Olympic Committee (IOC) the organisation behind both the Summer and Winter Olympic Games.
“TCL, as a Worldwide Olympic Partner, is honoured to be working with Team GB, a symbol of sporting excellence and national pride. Our mission to ‘Inspire Greatness’ aligns perfectly with the values of Team GB,” said Adam Aldred-Lane, marketing director of TCL UK.
“Through our industry-leading technology and a shared vision for innovation and well-being, we aim to empower British athletes and connect fans with unforgettable moments of Olympic glory.”
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As a ‘Worldwide Olympic Partner’, the Huizhou-based firm will now support Team GB to bring British athlete stories to life and drive meaningful engagement with fans and communities.
Tim Ellerton, chief commercial officer at the British Olympic Association added: “We’re delighted that TCL are getting behind Team GB athletes, particularly at such a crucial stage along the road to Milano Cortina 2026.
“We’re proud of the work we have done to date to bring sports fans across the nation into the heart of the Olympic Games, and we look forward to working with TCL to take this another step further.”
