Boost for NOC-K and Kenyan athletes after IOC-TCL partnership
Athletics
By
Washington Onyango
| Feb 24, 2025
The International Olympic Committee’s (IOC) partnership with global technology giant TCL is set to be a major boost for the National Olympic Committee of Kenya (NOC-K), ensuring increased funding and enhanced support for Kenyan athletes as they prepare for international competitions.
With the agreement guaranteeing revenue redistribution to National Olympic Committees (NOCs) worldwide, NOC-K will benefit significantly from financial backing that will aid in athlete development, training facilities, and international participation.
The IOC announced TCL as a Worldwide Olympic and Paralympic Partner in the Home Audiovisual Equipment and Home Appliances category through to 2032.
This partnership strengthens global sports financing and ensures that athletes from developing countries, including Kenya, have better resources to train and compete at the highest level.
As a direct beneficiary of the IOC’s revenue redistribution plan, NOC-K will access increased financial support for programs nurturing Kenyan sports talent.
READ MORE
IM Bank opens new branch in Bungoma
Kenyan coffee prices surge as NCE records Sh19.3billion in sales
Coffee factories earn Sh19.3 billion from 375,843 bags at NCE
The Ghibli revolution: How AI anime is redefining digital images
AI coming for anime but Ghibli's Miyazaki irreplaceable, son says
Stock markets mixed as uncertainty rules ahead of Trump tariffs
PS calls for empowerment of women in procurement and supply chain
Tribunal orders KRA to refund firm Sh96.2 million
State edges KPC out of cooking gas plant deal for Nigerian firm
Money market funds book record returns on high interest rates
This includes funding for elite training camps, infrastructure development, and grassroots programs to identify and nurture future Olympians.
Speaking at the announcement in Beijing’s iconic “Water Cube” (Beijing 2008) / “Ice Cube” (Beijing 2022), IOC President Thomas Bach emphasized the positive impact of the partnership.
“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,” he said.
TCL Founder and Chairman Li Dongsheng reaffirmed the company’s commitment to the Olympic movement, stating, “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 agreement ensures that NOC-K will receive continuous financial backing for its athletes and programs until 2032.