As Team GB athletes enter the final crucial days of preparation for the Olympic Winter Games Milano Cortina 2026, technology leader TCL is unveiling “In My Zone” – its first major athlete-led content campaign in the UK that brings audiences closer to the everyday lives of Britain’s winter athletes.
TCL, a global leader in consumer electronics and the world’s No.1 Ultra-large, Mini LED TV brand and Official Olympic Partner, is showcasing how its premium technology seamlessly integrates into the daily routines of Team GB athletes, supporting them not just in preparing to perform at their best, but in the vital moments of family life that make sporting success possible.
Real Athletes, Real Moments
“In My Zone” moves beyond traditional sports sponsorship to reveal the authentic, relatable moments that define an athlete’s journey. Through short-form social content created with the athletes themselves, fans will see how TCL’s premium QD-Mini LED TVs, soundbars and home technology support everything from analysing track footage and self-coaching sessions, to gaming for mental reset, family movie nights and recovery routines.
Across the campaign content, athletes share their personal perspectives on what being “In My Zone” means to them. Adele Nicoll, Team GB Bobsleigh pilot, explains in her clip: “Being In My Zone means I am 100% confident and focused on what I need to do. My TCL TV allows me to look over all of the track videos online so that I am really confident when I am standing on that block ready to compete what it is exactly that I need to be doing.”
Meanwhile, Bruce Mouat, Team GB curler and reigning world champion, reveals: “Being In My Zone for me is controlling all the controllables, making sure that I have everything in place to make me be the best at performing when it comes to the crunch moments. TCL takes me out of the zone by letting me unwind in my own house, having the ability to watch movies, TV shows and blare the music as loud as possible. It helps me just unwind from a stressful day at training.”
Technology That Powers Performance and Life
The campaign will feature TCL’s highly awarded television range including the Premium QD-Mini LED 144Hz C7K series and C6K series, alongside TCL soundbars. Content themes span five key areas all designed to showcase how technology enhances both the 1% performance gains athletes chase and the everyday moments that keep them grounded.
From “Replay + React” videos where athletes critique their own competition footage, to “Game On” content showing how gaming helps mental agility and injuries, the campaign celebrates the complete athlete experience. Fans will also get behind-the-scenes glimpses of wellness routines, training hacks, family time and the personality behind the podium performances.
Diana Fan, Marketing Manager at TCL UK, said: “TCL, as a Worldwide Olympic Partner, is honoured to be working with Team GB, a symbol of sporting excellence and national pride. Our mission to ‘Inspire Greatness’ aligns perfectly with the values of Team GB. Through ‘In My Zone,’ we’re going beyond traditional sponsorship to show how our industry-leading technology genuinely supports athletes in every aspect of their lives – from analysing the split-second decisions that win medals, to the downtime that protects their wellbeing.”
Tim Ellerton, Chief Commercial Officer at the British Olympic Association, added: “We’re delighted to see this campaign go live on the eve of Milano Cortina 2026 as we seek to encourage fans across the nation to get behind our athletes. At Team GB we are committed to shining a light on every part of our athletes’ stories, and this campaign with TCL plays an important role in showcasing how meticulous preparation is just as important as rest and relaxation for any athlete on the road to an Olympic Games.”
‘In My Zone’ Content will begin rolling out across athlete social channels, TCL UK’s platforms and Team GB from 6th February 2025, continuing through the Olympic build-up into early 2026.
A Long-Term Commitment
As a Worldwide Olympic Partner, TCL’s sustained commitment to sport, innovation and community in the UK will go beyond Milano Cortina 2026 to the 2028 Los Angeles Summer Games, 2030 French Alps Winter Games, and 2032 Brisbane Summer Games.
The Olympic Winter Games Milano Cortina 2026 will take place from 6-22 February 2026 across multiple venues in northern Italy.
