TCL Names Olympic Skier Eileen Gu Global Brand Ambassador Ahead of Milano Cortina 2026

Eileen Gu joins TCL to inspire greatness and support women’s empowerment as the brand builds on its Olympic partnership and tech innovation.

TCL, a leader in global technology and innovation, has officially appointed freestyle skiing superstar Eileen Gu as its new Global Brand Ambassador, reinforcing its commitment to the spirit of the Olympic Movement and advancing women’s empowerment in sports and tech. The partnership arrives on the cusp of the Olympic Winter Games Milano Cortina 2026, giving TCL’s “Inspire Greatness” motto a powerful new voice.

Why Eileen Gu for Team TCL?

At just 18, Eileen Gu broke records, becoming the youngest Olympic freestyle skiing champion and the first to win three medals at a single Winter Olympic Games. Her relentless pursuit of progress, passion, and achievement resonates with TCL’s forward-thinking ethos, making her an ideal representative for a brand focused on innovation and inspiration.

Eileen Gu said, “I’m thrilled to take on this exciting new role as Global Brand Ambassador for Team TCL. 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.”

Pushing Boundaries and Powering Women’s Initiatives

Gu’s appointment aligns seamlessly with TCL’s ongoing TCLforHer campaign, a platform committed to advocating for women’s visibility and empowerment through technology and culture. TCLforHer has already supported more than 2,000 young women, funding female-directed programs and educational opportunities, building tangible change in global communities.

Wei Xue, Vice President and ESG Director of TCL Technology, and Chairman of the TCL Charity Foundation, said, “Eileen Gu is an athlete who pushes boundaries. 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.”

A Global Commitment to the Olympic Movement

This partnership comes after TCL announces a Worldwide Olympic and Paralympic Partnership with the International Olympic Committee (IOC) in the Home Audiovisual Equipment and Home Appliances category. TCL’s legacy is now cemented with a commemorative stone and its name on the Donor’s Wall at the Olympic Museum in Lausanne, Switzerland.

To celebrate Olympic Day, TCL launched a global campaign linking the host cities Milan and Los Angeles, featuring the Urban Theory Dance Crew performing in front of Milan Cathedral and the TCL Chinese Theatre in Hollywood.

Looking ahead to Milano Cortina 2026, TCL will elevate the fan and athlete experience by leveraging its next-generation technology. From digital displays in competition venues to delivering the Games to billions of viewers, TCL will also provide home appliances in Olympic Villages and create connections for athletes through the “Athlete Moments” platform—letting participants share their victories as they happen.

With Eileen Gu leading Team TCL, the brand not only powers Olympic innovation but also highlights how technology, sports, and social impact can work together to inspire greatness around the world.