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NOC-K to benefit from multi-billion deal
National Olympics Committee of Kenya President Paul Tergat (centre) with Secretary General Francis Mutuku (left) and Vice President Shadrack Maluki during their Annual General Meeting in Nairobi on December 10, 2024.
What you need to know:
- TCL will also play a key role in advancing the IOC’s Olympic AI Agenda, using artificial intelligence to enhance fan engagement and athlete support, both at the venues and in their homes.
- The technology company has been a long-time supporter of sports globally, and its Olympic sponsorship marks a new chapter in its commitment to empowering athletes and sports enthusiasts worldwide.
The International Olympic Committee (IOC) has announced a long-term Worldwide Olympic Partnership with global technology giant TCL, a deal that will run through to 2032.
The agreement, which was unveiled over the weekend, is expected to generate additional revenue that will be redistributed to IOC member federations, including Kenya.
TCL will serve as the official Worldwide Olympic and Paralympic Partner in the Home Audiovisual Equipment and Home Appliances category, the IOC said in a statement.
The partnership was announced at a ceremony held in Beijing, China, at the iconic “Water Cube” (Beijing 2008) / “Ice Cube” (Beijing 2022) venue. IOC President Thomas Bach hailed the collaboration, noting that it aligns with the Olympic spirit of inspiring greatness in sports worldwide.
“The IOC is excited to announce its new partnership with TCL, a world leader in the television and household goods industries. TCL has a long history of supporting sport around the world and is now taking its ambition to inspire greatness to new heights, as the Olympic Games are the greatest, most inspirational global sporting stage,” said Bach.
TCL Founder and Chairman Li Dongsheng expressed pride in joining the elite group of Olympic sponsors.
“We are honoured to become a Worldwide Olympic and Paralympic Partner. As a leading global technology brand, TCL has always striven to ‘Inspire Greatness,’ which aligns with the Olympic spirit. The Olympic Games inspire billions of people around the world, and through this partnership, TCL’s diverse innovations will empower the Olympic Games and deliver exceptional experiences to a global audience. TCL will continue to fulfil its corporate social responsibility, support the Olympic sustainable development goals, and create a better future,” he said.
As part of the agreement, the IOC will redistribute revenue from the partnership to provide financial support to sports organisations worldwide. This includes every National Olympic Committee (NOC) and their athletes, as well as the Organising Committees for the Olympic Games and Youth Olympic Games until 2032.
Kenya’s National Olympic Committee (NOC-K) is among the beneficiaries of the revenue redistribution. NOC-K Secretary General Francis Mutuku welcomed the development, highlighting the role of technology in modern sports.
“This is a very welcome development for Kenya. Sports is increasingly being driven by technology, and the TCL partnership brings the required impetus,” said Mutuku.
“To continue making sports attractive to the youth, the 'athlete moments' will be an exciting idea to inspire young athletes. As a NOC, we will benefit from the additional financial support and a great opportunity to leverage this partnership for the next level of sports advancement through technology.”
TCL joins the prestigious Olympic Partner Programme (TOP), an exclusive sponsorship initiative launched by the IOC in 1985 for global companies seeking top-tier Olympic branding rights.
Initially designed to accommodate 12 sponsors, the TOP Programme has since expanded to include 17 partners, each investing approximately $100 million (Ksh129 billion) to secure the highest level of Olympic sponsorship.
TCL now joins major global brands such as Samsung, Toyota, Visa, and Coca-Cola in the Olympic sponsorship ecosystem. Notably, this Olympic cycle has seen changes in sponsorship, with Allianz and Deloitte replacing Dow and GE, while TCL has now been added to the roster.
Jiří Kejval, Chair of the IOC Revenues and Commercial Partnerships Commission, praised the addition of TCL to the programme.
“TCL is a global leader in its industry and is one of the world’s fastest-growing brands. The TOP Programme continues to offer the world’s leading brands and marketers an unparalleled marketing platform built on the global reach and values of the Olympic Games. Testament to this is today’s announcement, as we bring TCL to the family of TOP Partners.”
Under this partnership, TCL will introduce a range of smart innovations aimed at enhancing the experience of both fans and athletes. The company will provide digital displays for Olympic and Paralympic venues and supply home appliances to the Olympic Village.
“TCL products will drive new experiences for fans and athletes, from digital displays at the Olympic and Paralympic Games to household appliances in the Olympic Village. Through this partnership, we will also work together to bring the magic of the Olympics and Paralympics to billions of fans worldwide through innovative marketing campaigns,” said Li.
TCL will also play a key role in advancing the IOC’s Olympic AI Agenda, using artificial intelligence to enhance fan engagement and athlete support, both at the venues and in their homes.
The technology company has been a long-time supporter of sports globally, and its Olympic sponsorship marks a new chapter in its commitment to empowering athletes and sports enthusiasts worldwide.