TCL has appointed freestyle skiing star Eileen Gu as its new Global Brand Ambassador, as part of its drive to promote the Olympic Movement through its role as a Worldwide Olympic Partner.
Gu, who made history at the Winter Olympics by becoming the youngest champion in freestyle skiing at 18, and the first athlete in her discipline to win three medals at a single Games, will represent TCL’s brand message “Inspire Greatness.”
“I’m thrilled to take on this exciting new role as Global Brand Ambassador for Team TCL,” said Eileen Gu. “TCL shares in the mission to change the world through passion and courage. Every time I hit the slopes, I push myself in the pursuit of progress. TCL shows the same attitude with its fearless vision and bold innovations. With the Olympic Winter Games Milano Cortina 2026 approaching, I look forward to celebrating every moment of aspiration and triumph with TCL.”
Her appointment ties in closely with TCL’s “TCLforHer” initiative, which focuses on female empowerment and visibility in technology and culture. The programme has supported more than 2,000 young women through educational and female-focused projects.
“Eileen Gu is an athlete who pushes boundaries,” said Wei Xue, Vice President and ESG Director of TCL Technology, and Chairman of the TCL Charity Foundation. “Her spirit and passion align with our vision to empower more women to achieve extraordinary lives. TCL looks forward to building on our collaboration as we work towards next year’s Winter Olympics.”
The company has been strengthening its Olympic partnerships in recent months. In February, TCL announced a Worldwide Olympic and Paralympic Partnership with the International Olympic Committee (IOC) across the Home Audiovisual Equipment and Home Appliances category. By June, the firm had been added to the Donor’s Wall at the Olympic Museum in Lausanne, Switzerland, where a commemorative stone was unveiled to recognise its contribution.
TCL also launched its first global Olympic campaign to mark Olympic Day, featuring Urban Theory Dance Crew, who performed at both Milan Cathedral and the TCL Chinese Theatre in Hollywood. The film aimed to link two Olympic host cities through performance and culture.
Looking ahead to the Milano Cortina 2026 Winter Games, TCL says it will continue its 30-year involvement in sport by bringing its technology to both fans and athletes. Planned initiatives include digital displays for global audiences, home appliances for Olympic Villages, and the “Athlete Moments” platform, designed to help competitors connect with family and friends directly after their events.
