Data: TCL was best performing sponsor at Winter Olympics
February 23, 2026
TCL Technology, Deloitte and Omega were the best performing sponsors at the Winter Olympics, recording the highest online engagement across the Games, according to findings compiled Quantcast. The adtech firm tracked UK engagement across the open internet, which includes news sites and blogs and from this it identified both the sponsors and sports that received the greatest levels of interaction during the Winter Olympics.
TCL Technology, the Chinese television and consumer electronics manufacturer, saw the largest increase in online engagement during the event, at 30 per cent. TCL provided smart TVs and displays to enhance athlete and fan experiences throughout the Games. The brand’s ‘It’s Your Greatness’ marketing campaign celebrated Olympic moments, while its smart appliances helped athletes stay connected with family through the ‘Athlete Moments’ initiative.
Deloitte recorded a 15 per cent increase in online engagement by providing strategic consulting and management services to the International Olympic Committee. Its work supported digital transformation, sustainability and commercial strategy. Omega SA achieved 13 per cent, continuing its role as official Olympic timekeeper since 1932. Its timing technology measured every race and event, making the brand highly visible on broadcast graphics, result boards and official displays throughout the Games. Beyond this, Omega activated spaces such as Omega House in Milan, which featured appearances by the likes of George Clooney.
The Quantcast data also identified the sports driving the highest volume of online interactions. Ice hockey and skeleton attracted 5.47 million and 4.97 million interactions respectively.
In ice hockey, the US and Canada emerged as the standout winners. Skeleton, meanwhile, delivered a historic moment for Team GB. Matt Weston won gold in the men’s event, breaking track records and becoming Britain’s first individual male Winter Olympic skeleton champion since 1980. He later teamed up with Tabitha Stoecker to win gold in the new mixed team skeleton, with Stoecker becoming only the third British woman to claim Olympic gold in the sport.
Nisha Ridout, marketing director at Quantcast, commented: “TCL’s Winter Olympics campaign succeeded because it was much more than just putting a logo on a display. By providing everything from interactive ads to the smart appliances used in the Olympic Villages, the brand cemented itself as an active part of the Games. The data shows that the most effective sponsors are those that do more than appear – they genuinely connect with the audience. By combining creativity with an omnichannel strategy, a brand can turn simple visibility into real resonance with audiences. In such a crowded space, that level of precision is what makes a brand stand out from the rest.”
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