TCL has secured its position as a FIBA Global Partner by bringing the TCLforHer initiative to the FIBA Women’s Basketball World Cup 2026, which will be staged in Berlin this September. The partnership marks a strategic move that aligns the brand’s focus on smart living with the celebration of women athletes on an international stage.
Tech‑Enhanced Fan Experience
At the Berlin Arena, the initiative introduces a suite of technology‑enabled experiences for spectators, including dynamic courtside advertising, purpose‑built media backdrops, and interactive booths that invite fans to engage directly with the brand. These features are designed to deepen the connection between the audience and the tournament while showcasing TCL’s expertise in smart display and wearable technology.
The TCL Player of the Game award will be presented after each of the 36 tournament games, honoring the most outstanding performance on the court and highlighting the competitive excellence of the participants.
Launched in 2021, TCLforHer was created to foster women’s personal development through technology, sport and education. The program dovetails with FIBA’s ‘Her World, Her Rules’ campaign, encouraging girls and women to build confidence and explore their potential via innovative digital tools and supportive networks.
Beyond the Arena
TCL extends its fan engagement beyond the arena walls, allowing viewers at home to experience the tournament through its range of televisions, RayNeo smart glasses and mobile devices, turning any space into a personal viewing arena.
This outreach is underpinned by TCL’s global brand strategy, which leverages partnerships with major sporting events such as the Olympics and Paralympics, as well as prominent European football clubs, to reinforce its image as a forward‑looking technology leader.
With a network of 50 research and development centers and 47 manufacturing facilities spread across the world, TCL operates as a globally competitive smart technology brand committed to delivering next‑generation solutions that empower smarter, healthier lifestyles.