In a significant development, the International Olympic Committee has secured a new sponsorship agreement with TCL, a Chinese company, to take the place of Panasonic, its long-standing partner from Japan.
The new contract spans eight years and includes sponsorship for four Olympic events, extending through to the year 2032. While specific financial details regarding cash contributions and operational services from this partnership were not disclosed, the collaboration signals a shift in Olympic sponsorship dynamics.

Panasonic’s long-standing relationship with the IOC has come to a close following the Paris Summer Games staged last year. Notably, Panasonic was one of the original founding members of the Olympic Partners program, commonly referred to as TOP, when it was established in 1985.
Last year also saw the exit of other Japanese corporations, such as Toyota and Bridgestone, from the Olympic sponsorship landscape as they chose not to renew their contracts. This decision followed the Tokyo Olympics, which took place a year behind schedule and under strict health protocols due to the COVID-19 pandemic.
Together, these three companies represented one-fifth of the 15 TOP sponsors who collectively contributed over $2 billion in financial support and services to the IOC during the preceding four-year Olympic cycle.

The formalization of the deal with TCL took place at a historic Olympic venue in Beijing, which is famously known for its dual role as the Water Cube during the 2008 Summer Games and as the Ice Cube during the 2022 Winter Games.
As part of the agreement, TCL will not only provide necessary audiovisual and appliance equipment for the Olympic and Paralympic Games but will also assist the IOC in exploring applications of artificial intelligence.
According to the IOC, TCL’s offerings will span a wide array of products, including advanced digital displays for both Olympic and Paralympic events, as well as household appliances to be utilized within the Olympic Village.

Through this partnership, TCL is expected to enhance the viewing and living experiences during the Games with its smart technology. The company will contribute innovations such as smart displays, air conditioners, refrigerators, washing machines, smart door locks, audio systems, projectors, and even TCL RayNeo smart glasses.
The new sponsorship agreement encompasses upcoming Summer Olympics scheduled for Los Angeles in 2028 and Brisbane in 2032, as well as the Winter Games in Milan-Cortina d’Ampezzo next year and the 2030 Games in the French Alps.