TCL Replaces Panasonic as IOC's Olympics Sponsor Through 2032

The International Olympic Committee (IOC) has signed a significant eight-year sponsorship deal with Chinese tech company TCL, replacing long-term partner Panasonic, whose partnership ended after the 2024 Paris Olympics. The agreement covers four Olympic events through 2032, including the Summer Games in Los Angeles and Brisbane, as well as the Winter Games in Milan-Cortina d'Ampezzo and the French Alps. While the financial details of the deal remain undisclosed, TCL will serve as the IOC's official sponsor for home audiovisual equipment and appliances and will support the exploration of AI technology. The partnership aims to enhance the Olympic experience with innovative products such as smart displays, air conditioners, and other household appliances for the Olympic Village. This change follows the exit of other Japanese firms, including Toyota and Bridgestone, from the Olympic sponsorship program. The deal was formalized at the iconic Beijing Olympic venue, highlighting a shift in sponsorship dynamics within the Olympic movement.