TCL Replaces Panasonic as IOC Sponsor for Consumer Electronics
The International Olympic Committee (IOC) has secured a new sponsorship deal with Chinese technology company TCL, replacing Panasonic as its long-time partner in the consumer electronics category.
TCL has signed an eight-year agreement covering four Olympic Games through 2032, the IOC announced on Thursday. The deal includes home audiovisual equipment and appliances, with the financial terms undisclosed.
Panasonic's 40-year partnership with the IOC ended after the Tokyo Summer Games in 2021. Japanese firms Toyota and Bridgestone also withdrew from the Olympic program last year, leaving a significant void.
The TCL partnership was finalized at the former "Water Cube" and "Ice Cube" venues in Beijing, hosts of the 2008 Summer Games and 2022 Winter Games, respectively.
TCL will collaborate with the IOC on exploring artificial intelligence (AI) and provide a range of products for the Olympic and Paralympic Games and Olympic Village, including digital displays, appliances, and smart devices.
"TCL will enhance the visual and lifestyle experiences at the Olympic and Paralympic Games with its smart displays, air conditioners, refrigerators, washing machines, door locks, audio systems, projectors, and TCL RayNeo smart glasses," the IOC stated.
The TCL deal encompasses the Los Angeles 2028 and Brisbane 2032 Summer Games, as well as the Milan-Cortina d'Ampezzo 2026 and French Alps 2030 Winter Games.