TCL partners with Phil Foden, Pedri and others on 2022 World Cup viewing experience

Mike Wheatley

TCL says it’s dedicated to helping fans get the most out of the FIFA World Cup 2022 by enhancing their viewing experiences with a range of online and offline activities through its Mini-LED QLED TVs.


The experiences will be led by TCL’s team of brand ambassadors, which include Man City and England star Phil Foden, Barcelona’s Spanish superstar Pedri, Real Madrid and Brazil winger Rodrygo and Man United’s French international Raphaël Varane.

TCL promises that the four players will play a crucial role in its global online campaigns, which are set to run throughout the duration of the World Cup. To kick things off, TCL has created a dedicated film starring its brand ambassadors that show how fans can live smart with its innovative display technologies to get the most out of the games. Fans will be able to follow and cheer for their favourite ambassadors throughout the tournament and win a chance to participate in a live, online “meet and greet”. Simply register for a chance to win, with no purchase requirement, via TCL’s dedicated landing page or social media channels, between now and Dec. 31.

"Having the chance to connect to fans worldwide and inspire them to greatness is a fantastic opportunity,” Varane said. “I'm glad to have this possibility to associate myself with a brand like TCL, whose track record shows their dedication to providing top-quality experiences for our supporters”.

TCL said it has deployed some specific social media activations in France and Spain where football fans will be able to encourage their favourite teams by using a dedicated Instagram AR filter or by joining the TCL TikTok challenge. In addition, the company is planning to host a series of pop-up roadshows throughout the tournament that will bring football fans together amid a carnival atmosphere, where they can enjoy the games together on big screens and share their experiences.

"When I was a kid, I got inspired by watching iconic football players and games on TV,” Foden said. “Today, I hope to pass that calling on and inspire greatness in younger generations with TCL”.

The company promises that its latest Mini-LED displays will maximise viewing enjoyment throughout the World Cup, touting their higher contrast, improved brightness, ultra-thin profile and dozens of local dimming zones that, together, create a more immersive experience.

Highlighting Mini-LEDs 16-bit precise light control, TCL said it ensures the richest colours and more realistic details can be seen, even in the brightest daylight conditions. In addition, the backlight technology and 144Hz refresh rate will ensure fast-moving objects are clear and sharp, so fans will be able to follow every detail as Brazil’s samba stars light up the pitch with their fast-moving attacks.

“The result is exceptional picture quality that puts viewers in the middle of the action to make them feel like they are pitch-side for the global football party,” the company enthused.

The company also highlighted the smooth connectivity offered by its 5G portfolio, which includes various smartphones, tablets and routers that ensure fans can watch all of the games with no interruptions.